Milan – Prada has teamed up with American director Autumn de Wilde on a series of cinematic shorts celebrating its iconic Galleria bag.
The Postman Dreams series of minute-long vignettes takes viewers on a highly stylised and whimsical journey through the life and daydreams of a postman in an idyllic Italian town in 1913. So far two films have been released, Battlefield and The Makeout, which both star the Galleria tote and the bumbling postman in a Wes Anderson meets Robert Redford mash-up of cultural references. Prada has chosen to reflect the tote’s eternal appeal – ‘a timeless obsession’ – and ageless style by creating a dreamscape of childhood desires mixed with adult fantasies. ‘The best part of fashion is the childlike obsession with beauty, it retains an innocence, and that’s what makes me feel inspired to create,’ says de Wilde.
The Big Picture: Brands are using Transmedia storytelling that balances reality and whimsy to create engaging content for mobile viewing.