PRADA / CANDY — RETHINK REALITY
AR (2021)
Prada relaunched Candy, the fragrance, with a digital campaign titled 'Rethink Reality'.
At the heart of this campaign is an invitation for the audience to experience our world through an altered lens. Based on this intent, we developed an AR extension that warps reality through stylistic glitches, and intermittently reveals the campaign's virtual muse through modular portals.
Production / McCann Paris
Concept & Art Direction / Helena Dong
AR Development / Simone Digital Creative Studio
AR (2021)
Prada relaunched Candy, the fragrance, with a digital campaign titled 'Rethink Reality'.
At the heart of this campaign is an invitation for the audience to experience our world through an altered lens. Based on this intent, we developed an AR extension that warps reality through stylistic glitches, and intermittently reveals the campaign's virtual muse through modular portals.
Production / McCann Paris
Concept & Art Direction / Helena Dong
AR Development / Simone Digital Creative Studio
Thumbnails / Prada Rethink Reality