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Prada Tries Hand at Film

Luxury Italian consumer brand Prada is assembling nine short films for its website in September as a marketing tool that shifts away from traditional print advertising. The films tie in with the company's launch of its new men's fragrance, Infusion d'Homme. It will include a feature-length movie to be edited by noted film editor Pietro Scalia of Hannibal Rising and American Gangster fame.

The short films were selected from submitted scripts, with production shops funding the projects. Filmmakers based their shorts on how they were inspired by the fragrance and its scent profile. The shorts will appear on www.prada.com and be shown in company stores.

—The ARTISTdirect Staff
08.13.08