Prada //
Pradamalia

Production:
Sehsucht Berlin

Client:
Prada

Creative Director:
Mate Steinforth

Role:
3D Artist

Additional Artists:
Christian Zschunke, Philipp Brates, Ignas Blazys, Saskia Kretzschmann,
Ivan Flugelman, Juan Segura & David Weidemann

Preproduction // BEHIND THE SCENES

The STORY // ACT 1

Inside the imaginary futuristic Prada Labs, a team of researchers set out to study Prada DNA that has proven to be so extraordinarily generative for over a century.
The result of these experiments is Pradamalia, a new family of mysterious tiny creatures that are one part biological, one part technological, all parts Prada.

THE STORY // ACT 2

Raised in isolation within the austere confines of Prada Labs, each has a triangular Prada heart and a checkerboard patterned brain. Other Prada codes featured prominently in the Pradamalia morphology include metal studs, ombre tones, polished wood,
printed lips, and the iconic Saffiano leather.

THE STORY // ACT 3

Having escaped the labs, the seven new creatures – Disco, Socks, Fiddle, Otto, Toto, Scuba, and Spot –
each exhibit supernatural powers and a few glaring quirks.

They now roam the streets as most wanted, of all major cities in Europe causing Pradamalia to become all out Pradamania.

PRODUCTION // THE CAMPAIGN

OBJECTIVES //

Brand Rejuvenation:
Prada aimed to inject a fresh, playful energy
into its image, appealing to younger,
fashion-forward audiences.
Digital Engagement:
The campaign capitalized on storytelling and
digital media to create buzz and interaction,
with the whimsical characters designed to
spark curiosity and social media sharing.
Holiday Campaign:
By venturing into the world of collectable accessories with Pradamalia these charms
were strategiacally positioned as quirky
high-end gifts during the holiday season.

Campaign Execution //

Storytelling:
We crafted a pseudo-scientific backstory for the creatures, describing them as products of cutting-edge technology and mysterious natural forces, blending fantasy with Prada’s forward-thing ethos.

Visual Identity:
The Characters’ designs drew inspiration from Prada’s archival motifs, reflecting their brand DNA in a fresh and dynamic way.
Digital and Physical presence:
We seamlessly combined digital engagement with retail immersion by using engaging visuals, social media promotion, and storytelling content to spark online conversations, while themed in-store displays and packaging brought the whimsical world of Pradamalia to life, creating a cohesive and immersive retail brand experience.

IMPACT //

Broadened Audience Reach:
The Pradamalia campaign succeeded in creating a distinctive buzz around Prada, connecting the brand with a younger demographic while reinforcing its innovative and artistic image. The playful tone contrasted Prada's traditional sophistication, signaling a broader appeal in the luxury market.
Increased Seasonal Sales:
Timed perfectly for the holiday season, the Pradamalia line positioned itself as unique luxury gifts, driving sales and solidifying Prada’s precense in the giftable accessories market.