To promote their latest fragrance, Amber, Prada is turning to the silver screen – 300 silver screens in fact. This is the second time that head of Prada, Miuccia Prada, is turning to film to advertise the fragrance: back in 2005 the designer turned to famed director Ridley Scott to direct a short film, “Thunder Perfect Mind” inspired by the fragrance. Now WWD is reporting that the essence of the scent is captured in a graphic, animated short film, called “Fallen Shadows,” which doubles as the fragrance’s new advertising campaign being shown in 300 Italian cinemas.
The film advertisement campaign was created by James Lima and it will be screened before and after movies in designated cinemas until December 31st. In the same spirit Prada developed a print advertising campaign based on images from “Fallen Shadows.” The print campaign is concurrently running in Italian-, U.S.- and U.K.-based publications. A Prada spokesperson told WWD that they see Amber as a classic fragrance, saying “it’s a signature piece of the Prada brand, and we’ve chosen to promote it in a non conventional fragrance advertising campaign.”