Playing with paradoxe

Mission: identify the emerging “photo dump” trend, then hit it as it goes viral 

Noting that the “photo dump” trend seems almost designed to reveal the paradoxical nature of our complex lives, we utilized its aesthetic language by inviting creators to highlight their own individuality and paradoxes. Underscoring the Prada Paradoxe message of “Never the Same, Always Myself,” this global creator-led campaign featured influencers depicting both themselves and their surroundings in a combination of stills and video that integrated seamlessly with TikTok and Instagram Reels best practices, and was adopted by global markets and across cultures. Ground-up and creator-led, the quality of this campaign rivaled its print images and aligned with the brand's luxury ethos. It also celebrated core Gen Z values, underscoring uniqueness and strength in paradoxical decisions and lifestyles.