To mark the launch of Prada Beauty, Prada unveils the fragrance “Paradoxe” with an iconic muse and director: Emma Watson. The triangular flacon has the specificity of being refillable and is in line with the brand’s sustainability and eco-responsibility vision.
Prada selected actress and UN ambassador Emma Watson to embody its vision. The film celebrates the myriad of small elements and imperfections that make each and every woman unique.
The Mill Paris team was involved from the start of shooting in Spain. To bring this global campaign to life, Emma Watson came to The Mill Paris for a week to collaborate with our artists and the Division production team.
“It was the first time we did a project where the brand's muse was also the director of the project. Emma Watson came to our studio in Paris for a week, she was very involved, and we managed to find some interesting creative directions. It was great to have her inside the studio, she was a whole part of the production process. Our artists were very excited to have such an icon in the studio. The film "Paradox" was produced by Division and we are proud of the trusting relationship and artistic collaboration we built together. ”
Our VFX artists did a lot of work on the environment. They inscribed and animated all the videos in the screens, recreated reflections in the water, restored the lighting and modelled the staircase in 3D based on the plans of the chief decorator. The forest was also enhanced with the addition of trees in 3D and 2D and the platform was reworked to give the impression that it was floating through the foliage. The water scene has also been reworked: the shot has been widened, the seabed with the sand has been recreated and the caustics, i.e. the reflection of light rays in the water, have been added. The huge canvas on which Emma paints has been completely redone, inspired by Emma Watson’s chalk paintings.
“For the launch of Prada beauty, we had the chance to work with a particular director and muse, Emma Watson, who had her own vision of what should and could be a paradox and wanted a team mostly led by women. We shot many different locations through Spain during 4 days, each one relating to a paradox’s aspect. Once back in Paris we worked closely together with Emma to magnify what was beautifully shot by Monika Lenczewska and built by Pirra. We worked on almost all the shots, replacing the screens and their reflections on the water, creating a graphical submarine environment, adding trees to surround the triangle platform which was sitting at 10m from the ground, creating an infinity stair in CGI... We worked with a small team, hand in hand, delivering the film in less than 3 weeks. Emma Watson was very committed to her role and we had some pleasing back and forth about the look she wanted to achieve. ”
A great project for Emma Watson who has fulfilled her desire to be a director, and for our artists who have had the chance to collaborate with an icon and post-produce a worldwide film.
“When Prada asked me tobe the face of their new fragrance campaign, I asked if I could direct it. Months later, and I’m able to share the results of the faith they shared in me, with all of you. I can’t wait to share this piece of my art, and hope that you enjoy it as much as I enjoyed making it. I could never have done this without my unbelievable team of collaborators. Thank you for your time, commitment, talent and passion. ”