04.17.23
Prada Beauty opens new perspectives on fragrances to create never-seen-before visuals with artificial intelligence (AI).
Pushing the boundaries of creativity, the brand’s new social media campaign combines technology and human touch. Featuring five of the brand’s iconic fragrances— Prada Paradoxe, Luna Rossa Ocean, Infusion d’Iris, L’Homme and Amber Femme— all reinterpreted with the aid of AI technology to create visuals with a reinvented perception.
To bring this concept to life, Prada Beauty collaborated with still-life photographer Johann Besse, to capture the fragrance bottles in levitation. The objective of creating a new type of image saw an experimentation with converting spatial dimensions into flat surfaces and exploring the potential of the photographic medium to create an illusion.
The images were then injected into an AI image generator tool based on a deep learning algorithm, trained on a large dataset of images and corresponding descriptions, which generates realistic images from text, pushing the boundaries of creativity to produce new versions of the original studio imagery. The final design element of the campaign features the AI ‘errors’ as alternative versions of the main imagery.
The social campaign runs exclusively on Prada Beauty’s Instagram account (@pradabeauty) from April 5 until the end of May 2023. It empowers the audience to deep dive into the universe of the bottle and scent with each fragrance reinterpreted to highlight its uniqueness through AI and embodies Prada Beauty’s commitment to innovation, creativity and to challenge perceptions of beauty.