Prada enhances latest fragrance campaign with AI
Prada has used artificial intelligence to create a series of visuals for its latest fragrance campaign.
Described by the brand, the campaign is an "invitation to explore the convergence of visual perception and photographic illusion with artificial intelligence". It reinterprets five of Prada'a bestselling scents, including Prada Paradoxe, Luna Rossa Ocean, Infusion d’Iris, L’Homme and Amber Femme.
To bring the concepts to life, Prada has collaborated with still-life photographer Johann Besse to capture each fragrance bottle. The images were then injected into an AI Image Generator based on a deep learning algorithm, which developed new perspectives and revealed alternative facets of scent.
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The Prada Paradoxe artwork harnesses an asymmetrical mirror mechanism to illustrate the "ever evolving yet always anchored nature of the self". It also reinterprets ingredients such as neroli buds, amber and musk through the lens of AI.
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The L’Homme artwork showcases a liquid water mechanism to illustrate the "duality of masculine scent", reconciling classic and unexpected ingredients including spicy black pepper, fresh geranium and sensual patchouli.
The social campaign will run exclusively on Prada Beauty's Instagram account until the end of May 2023.
It follows the launch of Prada's virtual influencer in October 2021, which used artificial intelligence to promote its Candy fragrance line. The campaign was said to have been inspired by Prada's target TikTok generation.
