Creating suspense was the goal.

To promote its new luxury eyewear line, Prada has produced a series of short movies that tell a story and simultaneously contain secret messages to hook the viewer, Luxury Daily writes. “In a series of films, model Vanessa Moody is cast as the leader of a girl gang in which she and her posse traverse a landscape of repurposed factories and underground clubs,” the article says. “When watched as a unit, the films spell out a hidden message, giving viewers incentive to tune in for the entire set.” Anna Szubrycht, founder of the California-based Chic Being luxury brand consultancy, said the goal of this campaign was to “create the suspense and social media attraction during the launch of the eyewear line.”

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