Prada All’aperto
Mitigate the social cycle of shapeshifting identities through an open dialogue with consumers. Ambiguous imagery and activations invites consumers to use Prada as a mirror to see themselves.
Team
Gianelle Ledger
Cailey McKenna
5 Weeks
FIT NYC Year 3
Art & Copy / Prof. Joe Staluppi
2022 Young Ones Shortlist
Problem
People cannot genuinely reinvent the mental image of themselves at the same rate the fashion industry is telling them to.
![](https://freight.cargo.site/t/original/i/4e41d33ac57c23bfe2f4614bbcd9aa25d0423031787f9a9dc67d53aeef285047/show-poster.png)
![](https://freight.cargo.site/t/original/i/08471900eabd89d1d1787cea2f6e30373f13fb560bae359eb3a636b6f4d381bf/Screen-Shot-2021-04-08-at-7.02-2.png)
![](https://freight.cargo.site/t/original/i/8616a853099304e6501c7ed39132667bac70fbadfd87fa58ca737a546a61bd8c/Group-20.png)
![](https://freight.cargo.site/t/original/i/8c196133037bf169530dbad6dec4075c8fef2bb4d7df68d20cb1e3606a0aec8a/Billboard.jpg)
Insight
The impact of information overload has created the psychological phenomenon of “dilution” - the feeling that ones voice is drowned out by the deluge of content.
![Users input their own interpretations of campaign imagery on interactive microsite](https://freight.cargo.site/t/original/i/07aea3d3a304fddf41d543ded3ce86a8fa9bd62ab4751f08ab0ea7ef35618c48/final-hompage-3.gif)
![](https://freight.cargo.site/t/original/i/729ccf7ed189138c1095efc246ce4a1c68b132f343a5fbdec8219cab66dc277a/page-3.gif)
Strategy
Prioritize the identity of our consumers by allowing them to be the voice of Prada.
![](https://freight.cargo.site/t/original/i/508832c5d64b33d19e88ced3f49d44cd6d68ebb05b72b6f9923effbe0c0ac58f/Flat-iPhone.png)
![](https://freight.cargo.site/t/original/i/ce5cd3c541d15dd41e102afda18408142f57dc786ca985404783ceea0b23c1ac/Flat-iPhone-2.png)
![](https://freight.cargo.site/t/original/i/372f7e869f31e70ad385dc9947fba5b7673869586dc36ee2f02b329c8363ae0c/Flat-iPhone-3.png)
![Additional product centered social](https://freight.cargo.site/t/original/i/b66b8f9aa1374df5522a4b8fa4258dd02aaeade8d8f47140a8835c16e0b2d20d/Frame-15.png)
![](https://freight.cargo.site/t/original/i/ee9858682cc34c87506524b973d8eeeaf500dce05277bb3ba23ef136619ff85c/Frame-17.png)