Challenging Creators to Reimagine a Beloved Fragrance

To spotlight a new generation of intensely imaginative artists, performers, and dancers, we challenged 12 global TikTok creators to craft unique, surrealist interpretations of love as part of Prada's iconic Candy fragrance campaign. Rolling out around Valentine's Day, this creator-led initiative invited the target audience to seamlessly integrate Prada's digital avatar, Candy, into their own personal artistic expressions on TikTok.

The campaign showcased the target audience's creative spirit and elegant use of platform features by combining an iconic brand element with the creators' individual stories and aesthetics. It offered a fresh, digitally native take on rethinking reality, sparking inspiration through glitched visuals, dreamlike effects, and other unconventional, creative treatments.