From the lines of the ancient poem The Thunder, Perfect Mind, director Jordan Scott–of bicoastal RSA USA and London-based RSA Films–found the inspiration for a short film to promote Prada’s new women’s fragrance. The short, which shares the same title as the original composition, begins with selected phrases, “For I am the first and the last. I am the wife and the virgin. I am the mother and the daughter.” These words and those that follow capture the duality of women that Miuccia Prada wanted to convey for her fragrance, simply named Prada.
For the project, the head of the famed fashion house was interested in working with a young female director and Ridley Scott (Gladiator, Black Hawk Down). According to RSA USA executive producer Frances McGivern, there was no better choice than Ms. Scott (Ridley Scott’s daughter) to co-direct the piece.
Ms. Scott created the concept and wrote the film based on the ancient, Gnostic script that she had wanted to work with for some time. To her it was a prefect match, a way to express “how one woman can be made up of so many conflicting elements.”
On how she and her father worked together, Scott said that it was a collaboration. McGivern added that he acted more as a mentor during the entire process and when it came time to shoot, Ms. Scott stepped up as the primary director.
“It was tricky,” Ms. Scott laughingly said of co-directing this film. “But my dad and I get on amazingly well and I also have a huge amount of respect for him. Any little piece of advice that he gives me is obviously taken to heart because he is very good at what he does.”
A CITY OF COMPLEXITY
After scouting locations from Buenos Aires to London, the RSA team chose to film the pristine images in Berlin. “I was really trying to continue the theme of paradox throughout the whole film,” Ms. Scott said. “I just thought that the Berlin architecture was totally paradoxical.” She later explained that she “wanted an element of timelessness,” and that the city allowed for a combination of the antique and futuristic. Much of the city is hypermodern, she added, especially the subway where she was interested in filming.
The main character in this short is the face of the fragrance, model Daria Werbowy. She makes her way through the city reciting passages from the poem, sometimes aloud and other times in a voiceover. “I am senseless and I am wise,” she intones while riding an escalator down to the immaculate subway. Later, in a beautiful feminine dress, she hurries to a sultry jazz club to dance. “I am control and uncontrollable.” At times, there are two versions of the woman in the same place.
“The idea,” Ms. Scott said, “is that it’s a city predominately made up of this one woman and that they all co-exist together.” Among the other women and girls in this film, she said there are older and younger versions of the main character amid the clones that are dotted throughout the settings.
Werbowy had not acted before, but was a natural, Ms. Scott related. After conducting a screen test, she and her father decided the model was right for the alluring role. The other actors were cast in Berlin.
Jazz music moves the action along, slowly at first, then breaking into more energetic rhythms. John Altman of bicoastal/international Amber Music composed the piece.
The film has been cut down to 10s, 20s, 30s and 45s versions. The spots are airing in Spain and Italy and will slowly be released outside of the U.S. The full-length version (almost five minutes long) will air in cinemas outside of the States.
On having to cut the film into spots Ms. Scott said, “We just had to pick our favorite sections and be brutal. It was really hard because I love every scenario.” Dayn Williams of Cut + Run, Los Angeles, edited the work. Tommy Park and Charlie Keating were assistant editors while Christie Cash executive produced.
Additional credit at RSA goes to president/producer Jules Daly, European producer Max Brun and line producer Maria Gallagher. Philippe Le Sourd was DP.
To view the film visit RSAUSAINC.com (first click on “Directors” then “RSA” then “Jordan Scott” and finally “Spot Index”).
