The Concept

To launch the collection and the partnership between Italian fashion house Prada and online retailer MR PORTER, I came up with a 360 degrees campaign that involved a series of photoshoots, social media assets, special co-branded merchandise and an array of videos that culminated with an event in Brooklyn, New York. The video above as the hero of the campaign teaches the viewer - in five simple steps - how to be successful in life, and bowling.

DP: Santiago Gonzales

The Teaser

To tease the campagin, we selected footage that showedlocation and overall concept of the project, without revealing any of the looks of the collection. The video teaser was launched one week prior to the project itself.

Below, the teaser image of the campaign.

The Lookbook

Below, the shoot for the look-book that featured the collection. Shot at iconic Van Nest Bowling Alley in Queens, New York, we used the same talent as the main video, in order to achieve continuity and consistency. The look-book was used to promote the project ahead of launch.

The Photoshoot

As the collection was inspired by the world of bowling, we set up the photoshoot in a very retro-looking bowling alley in Queens, New York.
The palette of the location was in line with the colours of the collection. The shoot had a retro and aspirational vibe.

Pictures by Christopher Ferguson
Styling by Eilidh Greig

Outdoor Advertising

Some images of the photoshoot were used in outdoor media - some of them fratured the collection, while other were more about the mood of the campaign.
Below, a billboard in Brooklyn, New York.

The Event

To launch the campaign, an event was held in Brooklyn, where the attendees (celebrities, friends of the brands, influencers, etc) where asked to compete in a bowling tournament. In this occasion, the collection was displayed within the location. I worked with an event production company to achieve the look below.

Social Media Take-Over

On social media, we created ad-hoc content. A mixture of photography and video was published throughout the rolling-out of the campaign.

The Game

We also created a funn video game for people to play on social media. The look-and-feel of the game was consistent to the rest of the campaign, creating an overall compelling visual identity.

The Viewers Activation

We filmed several different dances and asked the viewers to mimic them, creating interaction on social media.

Jacopo Maria Cinti