Cozy Nostalgia: Prada's new Mixed-Media Campaign
By: Drew Ferguson, Staff Writer Edited by: Tessa Reiner
In an era characterized by an increasing use of generative AI tools and CGI elements, the classical art of decadent handdrawn animation and images has fallen out of the mainstream. However, Prada’s new holiday campaign challenges this societal trend through a mixed medium method, combining celebrities and models outfitted in the new line alongside hand drawn backdrops and animated critters. The cozy creatures that are featured span from foxes to mice to bats and more. With Prada being one of the most prominent luxury companies, the ingenious campaign will no doubt create buzz around this unique approach.
Mixed realism and animation has been done before in films such as Who Framed Roger Rabbit or the recent release, Coyote vs. Acme. But, the animation seen in this campaign is one deeply reminiscent of classic Disney animation like Cinderella or Bambi, yielding a softer feminine atmosphere with touches of nostalgia. Artist and animator John Pomeroy, who created the soft wintry scenes and animals featured in this campaign, also worked on projects like Pocahontas and Winnie the Pooh, all reminiscent of that time period. Pomeroy was the correct choice by Prada because his illustrations unquestionably foster a nostalgic comfort for the designs and characters depicted.
All of the scenes show actors and actresses interacting with woodland creatures, backdropped by a snowy forest or cozy cabin. Browns, blues, and all around warm tones accompany the clothes, emphasizing their warmth and snugness. One of the most memorable shots includes actress Sadie Sink interacting with three little mice as they steal her a polka dotted shoe in the glow of a warm fireplace.
Prada’s use of these tiny animals represents something everyone can connect to, young or old, which is a playful wonder. Hand drawn animation takes immense time and dedication to the craft, so every feature and movement were extremely thought out and integral to the story. Pomeroy states that each animal was drawn “from the inside out,” considering how they will play into the overall essence of the campaign.
The detail of the finished project serves as a reminder of the beauty of hand drawn illustration. Consider Disney’s Animation Studios. In the last five years, all six of their major films have been created using computer generated imaging (CGI). The last fully hand drawn major picture was released in 2009 with Princess and the Frog.
Disney is a large company that showcases the lost art of hand drawn media, making this Prada campaign so impactful because it’s something that hasn’t fully been done for a long time. This creates a sense of timeliness and reminiscence because hand drawn mixed media is not usually seen in advertisements, especially in today's era. This is no doubt due to the usage of AI in advertisements today.
A Gallup survey shows that 79% of Americans “have seen advertisements in the past 30 days that looked like they were made using AI,” and 49% of those surveyed view businesses’ use of AI to create advertisements negatively. Markets are flooded with inauthentic media and audiences can tell. This urges people to pursue truer, sincere media that isn’t just a computer program’s instantaneous, fake messaging.
One instance of AI fatigue is the 2025 "Holidays are Coming" Christmas advertisement by Coca-Cola. The completely AI-generated ad enraged audiences, as it felt ingenuine and lacked human touch. Viewers were particularly upset that it was an AI recreation of a beloved ad from 1995 of the same name and made by humans.
Coca-Cola did the exact opposite of Prada. They took something from the past and made it feel less true than the original advertisement. Prada took the illustrative norms of the past and brought them to the present, appealing to nostalgia rather than creating a fake authenticity with the tools available now.
Prada’s hard work has paid off. The campaign is striking the mainstream media at a time when the public is getting sick of AI slop. The hard work behind the campaign captures what Prada stands for in a clear, concise, and wondrous format. They chose to keep their ad genuine, showcasing hard work and beauty through the eyes of an animal.
The willingness of the Prada brand to embrace an advertisement that takes a lot of effort and resources is what makes the campaign feel so fresh. For an established and well-loved luxury brand built on a foundation of craftsmanship, this new distinction is extremely valuable within the larger body of media.
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