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Prada Uses AI to Create Visuals for New Fragrance Campaign

The campaign aims to offer new perspectives on fragrances with never-seen-before visuals.

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By: Charlie Sternberg

Associate Editor

Prada used artificial intelligence (AI) to help create the visuals for its new social media campaign, which features five of the brand’s most popular fragrances: Prada Paradoxe, Luna Rossa Ocean, Infusion d’Iris, L’Homme and Amber Femme.
 
The campaign took images of the fragrances and reinterpreted them with the aid of AI technology to create “visuals with a reinvented perception.”

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Prada Beauty (@pradabeauty)

How the Images Were Created

To bring this concept to life, Prada Beauty collaborated with still-life photographer Johann Besse, to capture the fragrance bottles in levitation.
 
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 Instagram account from April 5th until the end of May.

More Prada News

Last year, Prada tapped Emma Watson to front its campaign for a new women’s fragrance.

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