I think the campaign is beautiful. Great shot for each character. Brand has to come up with a new way to entice customers. No longer is the day when a brand can have just two collections - spring/summer and fall/winter, same for campaigns, customers in this digital age get bored easily, they don't want to see same images at the store front all the time. To stay in the conversation, a brand has to come up with new angles to give the existing collection a different perspective.
But having a 360 experience doesn't it dilute the message?
I've said it many times but from all the major brands, Prada stores are the ones with a smaller trafic...And in big cities.
All the big brands have 4 campaigns nowadays and to be honest, Prada jumped really late on the wagon. They did resort campaigns but it was more focused on accessories because for the longest, their economic model worked. For decades, no one cared about the fact that only a very few percentage of their collection was ending in the shops.
Prada was recognized for the creativity of Miuccia but in the shops, it was another shot: a lot of black, a lot of nylon and a lot of very boring commercial clothes.
The problem with Prada and the other big 4 is their audience. I really doubt that their business is as drive by the millenials as it is with the other brands.
Having that 360 experience is maybe great for a fashion conversation and for Instagram but it add confusion because it's the Prefall that is coming in shops.
I don't know about the angles because with Vanderperre, it's always the same beautiful but a bit cold environment of "fake intellectualism". Prada needs to warm up it image and simplify it message without loosing it essence.
So, it's a beautiful Ad but i don't get it. I just don't get Prada these days.