SS 2021 Global Campaign
Prada’s SS21 campaign, entitled Prada Dialogues, asks the world its questions around the ways in which reality is mediated by our relationship to technology . The campaign's central conceit – public participation – continues to leverage the Q&A mechanic we developed for Prada's runway shows.
By inviting the public to submit responses that were then used in the campaign assets themselves, the campaign challenges the traditional hierarchy between brand and fan – flattening and even inverting the dynamic between creator and consumer.
The campaign wasn’t shot by a human photographer. Instead, creative director Ferdinando Verderi captured the campaign using a 360-degree camera array, typically used for 3D scanning subjects in movies and video games.
True to its eponymous title, the campaign was about creating a dialogue between brand and fans. Throughout the season, user-submitted answers on both the website and social media were featured on campaign assets, creating a generative feedback loop .
At the end of the season, the best answers were compiled into a limited edition printed edition given to friends of the house and select influencers.
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