Prada

Paradigme

With Paradigme, Prada set out not to sell an archetype of masculinity, but to redefine it. The campaign turned away from polished ideals and embraced something riskier: a real man, presented as himself.

Our ambassador shared personal archival footage of his own childhood alongside intimate fragments of his journey, creating a portrait that was raw, vulnerable, and true.

The result was a fragrance campaign that captured a cultural shift in masculinity; one where success coexists with failure, ambition with kindness, strength with connection. By rejecting clichés of dominance and seduction, Paradigme proposed a more generous and human ideal for the 21st century. This was not a projection of perfection but an exploration of possibility, a reimagining of what it means to be a man today.

A campaign that will endure because it replaced aspiration with authenticity, and in doing so, created a new language for masculinity.