Prada unveils cinematic-style film starring Tom Holland searching for 'another way'

Prada Beauty is promoting its new masculine fragrance with a cinematic-style film starring its brand ambassador, actor Tom Holland.

“Paradigme,” by McCann, features a two-minute spot directed by Thomas Vinterberg, known for his Oscar-winning film Another Round.

It opens with Holland drawing the curtains in his room, while he says: “Sometimes, remembering where you started makes you think where you’re going, and wonder, what if there's another way.”

Over the next couple of scenes, he is seen running up a hill, having dinner with friends, going to a casting and playing the piano, as his voiceover continues: “Another way to move forward. What if there's another way to breathe. Another way to connect. What if there’s another way to dream. Another way to fail. Another way to create.”

He then watches a video from his childhood, as he adds: "What if there's another way to grow."

The spot concludes with a party scene, which cuts back and forth between Holland’s grown-up self and his childhood self dancing. He says: “What if there’s another way to fly? Create your paradigm. There’s always another way.” The film ends with a shot of the brand’s new fragrance, Paradigme.

Yann Andrea, global brand president at Prada Beauty, said: "Tom Holland is the unparalleled embodiment of Prada Paradigme. An extraordinary talent and a multifaceted entrepreneur, his authentic warmth and profound yet quiet confidence perfectly capture the fragrance's essence and its exploration of 'another way.'”

The campaign will run across TV, cinemas, and on social media, including YouTube.

Vinterberg said: "Prada is an intelligent, curious brand, and I felt there was potential to create something real. Possibly something that could offer a bit of freedom or relief for young people. My work is about asking questions, and in this project, the question itself felt like part of the answer."