Empowering Creators to Embrace Their Dualities

Noting that the photo dump trend often reveals the paradoxical nature of our complex lives, we embraced its aesthetic, inviting creators to highlight their individuality and paradoxes. Underscoring Prada's "Never the Same, Always Myself" message for the Paradoxe campaign, this global creator-led initiative featured influencers depicting themselves and their surroundings in a combination of stills and video. The content integrated seamlessly with TikTok and Instagram Reels best practices and was adopted by global markets and across cultures.

Driven from the ground up by the creative vision of the selected creators, the quality of this campaign rivaled Prada's print imagery and aligned with the brand's luxury ethos. It also celebrated the target audience's values, underscoring uniqueness and strength in paradoxical decisions and lifestyles.