PRADA
Following on from the Feels like Prada campaign, which explores instinct and spontaneity, this campaign shatters the pressure that we place on ourselves – telling a playful story about the impulses that set us free.
No predictable sultry poses. No expected self-expression. Just instincts you can't ignore, and clothes that speak for themselves.
An ode to the messy design process and chaotic nature of creativity, this campaign celebrates the power of letting go. Galvanising today’s youth by letting them know that Prada isn't perfect – and it doesn't want you to be either.
I wrote website copy to support the creative platform along and created a series of conceptual social assets. A strong concept backed by strategic insight helps ensure a consistent key messaging platform.
Eyes can’t help but dance over daring designs. Skin yearns for material alive with spontaneity.
A sensory explosion of style doesn’t just speak to us. It screams.
And its voice defies doubt. Deafens reason.
The concept was inspired by Daniel Kahneman’s Thinking, Fast and Slow.
Exploring behavioural science, it presents us with two systems our brain uses to operate.
System 1 is fast, instinctive and emotional, and System 2 is slower, more deliberative, and more logical.
Kahneman suggests that we have too much confidence in System 2, and find ourselves trapped by its limiting nature. In theory, the foundation of the work inspires the audience to relearn how to make system 1 their default mode of thinking. a
