Prada Campaign Films
The Context
Prada worked with MATTE to unveil their renovated store in Miami’s Design District at Art Basel 2017. The two companies joined forces to produce films with a mood-driven approach.
MATTE was tasked by Prada to create a narrative-driven video that celebrated the eclecticism and energy of Miami translated through the distinct lens of Prada’s SS 18 collection.
The Approach
Directed by Amber Grace Johnson, Summer Odyssey visualized a vintage Miami: a nod to Americana, replete with old diners, dimly lit motels, dusty arcades, and sunset beachscapes. Uniting Prada’s SS 18 Collection with Miami’s iconic visual identity, MATTE told the story of three friends through a film of nighttime adventures divided into four chapters.
The Outcome
Though a creative film, directed, ideated & produced by MATTE, Prada was able to lean into the Miami market; the film introduced the storied brand’s unique codes to the scene by drawing inspiration from the colorful South Beach surroundings.
