Luxury brand Prada has joined the growing ranks of companies that are morphing into online content providers by launching a series of short films, The Guardian reports.
The Italian design company has called on some of the world's most wanted film directors to help launch its new fragrance Infusion d'Homme.
The development is part of the 'content marketing' trend in which companies produce content that is not directly related to the product itself, i.e. not an obvious advertisement.
Prada has employed Pietro Scalia, who has edited the films American Gangster and Black Hawk Down, to oversee nine short films that also work together as a feature film.
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