Prada has launched a campaign for its Prada Paradoxe, a new women’s fragrance. The campaign features Emma Watson, who stars in and makes her directorial debut with this film.
The work celebrates the myriad unique elements of every women that come together to create an authentic, ever-evolving whole: a woman who is never the same, yet always herself.
“I think it was serendipitous that Prada came to me with this project. It was around the time when I had really made a decision in my heart and my head that I wanted to direct – and I found the concept of being a woman who is a paradox so compelling. I hope that the values behind Prada Paradoxe give women a little more space to celebrate themselves, to know that it’s ok to be complex and to explore the different facets of themselves that make them the fullest expression of who they are,” said UN Goodwill Ambassador Watson whose dimensions include serving as actor, activist, filmmaker and woman.
Yann Andrea, Prada Beauty International general manager, said, “It is an honor to work with Emma Watson, not simply in the capacity of her acting talent, but in her directorial debut. Prada Paradoxe is inspired by the infinite and empowering facets that make every woman unique and Emma wholly embodies this. Her multiple dimensions and ability to speak to highly engaged generations make her the perfect embodiment of Prada Paradoxe.”
Julien Calot, McCann Paris chief creative officer, added, “Our mission with this campaign was to connect with a generation that no longer relates to the concept of boxes–being constrained by boxes, or even being defined by one thing. Today, it’s normal to have a plurality in the way that we define ourselves. It’s the age of exploring paradoxical attributes of our personalities, all while remaining unique and singular. That is the story Prada Paradoxe tells–someone who constantly reinvents themselves, while staying faithful to their core values.”
Watson directed via production company DIVISION.
CreditsClient Prada Agency McCann Paris Charlotte Franceries, president/EVP, global business leader; Julien Calot, chief creative officer; Kimberly Kress, EVP, talent partnerships; Pierre-Jean Bernard, head of digital. Production Company DIVISION Emma Watson, director; Jules de Chateleux, exec producer; Aurelie Bruneau, producer; Monika Lenczewskadop, DP; Pirra, production designer; Berta Gomezar, set design art director; Emma Portner, Kristin Sudeikis, movement directors. Production Services TwentyFourSeven Production Advisor Kind, Paris Postproduction/VFX The Mill Paris Flore Mounier, VFX supervisor. Editorial Adriana Legay, editor. Music “Lord It’s a Feeling” by London Grammar
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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