MATTE partnered with Prada to create a digital campaign dedicated to modern Asian youth culture and style, that pays homage to the 2019 Lunar New Year celebrations. At the turn of year, it is not only a moment to reflect, but also to walk into a hopeful future and to share moments with family and friends. Directed by Emmy-nominated, LA-based young American Chinese talent Christine Yuan, the film brings together a group of new generation Asians to an unspecified space. Dressed in Prada’s latest collection, the group of young men and women wander from room to room, chatting and sharing the ritual of their roots and identities. Bathed in a nostalgic retro hue the protagonists’ confident pose look to the future. An exclusive collection of bags, footwear and accessories with the “MY CHARACTER” service was available in select Prada stores and on prada.com.
System Era Softworks