PRADA real fantasies F/W 2013 film noir by AMO

OMA / AMO directs the PRADA  ‘real fantasies’ F/W 2013 film noir

for their fall/winter 2013 ‘real fantasies’ campaign, PRADA has collaborated with AMO, the rotterdam-based research studio counterpart to rem koolhaas’s OMA architectural practice, on a surreal ‘film noir of commonness’.

chiaroscuro lighting takes its place within the virtual world, used against a collaged-together background of greenscreened video, photographs, and textures. framed pictures and television screens become points of connection depicting the interwoven lives of the characters, as the scenes break apart into new settings and stories.

AMO and PRADA also worked together on a ‘real fantasies’ film in 2012. depicting a similarly retrofitted universe, the 2012 campaign offered a more dystopian futuristic look: watch it here.

the film presents a surreal version of the everyday

television screens and framed photos depict the interconnectedness of the lives of the characters

the ‘real fantasies’ prada F/W 2013 film adopts tropes of a film noir

scene from ‘real fantasies’ prada F/W 2013 film by AMO

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PRADA F/W 2013 ‘real fantasies’ campaign film

art direction: AMO
artwork: jeroen koolhaas and lok jansen
focus puller: 4FRIENDS
filming, editing, and visual effects: APRIL
music: 3o