Thomas Vinterberg tells the story of the Prada Paradigme campaign with Tom Holland Interview with Danish director and screenwriter

What does it mean to create and to be “in another way”? This is the question at the heart of Prada Paradigme, the new fragrance by Prada Beauty, brought to life on screen by Danish director Thomas Vinterberg - the filmmaker behind Another Round with Mads Mikkelsen and a key figure of the Dogme 95 movement. With his sensitive and unconventional vision, Vinterberg translates the essence of the fragrance into a story about change, self-discovery, and the freedom to shape one’s own path. In this interview, he shares how the film was born, his creative dialogue with Tom Holland, and what it means today to rewrite the rules of visual storytelling for a brand like Prada.

Interview with Thomas Vinterberg, director of Prada Paradigme’s campaign starring Tom Holland

What drew you to this project, and what excited you most about collaborating with Prada Beauty?

I’ve spent a lot of time filming young people, and I’ve seen firsthand the pressure they face. There’s a constant tension around identity, behavior, and how one presents themselves in a world largely shaped by social media. Prada is such an intelligent and curious brand, and I felt there was real potential to create something meaningful, something that could offer a sense of freedom and relief to younger generations. My work has always been about asking questions, and in this project, the question itself already seemed to contain part of the answer. The creative team fully embraced that spirit. It’s rare and exciting to work with a truly forward-thinking brand that encourages breaking conventions and exploring new narratives.

What were your first thoughts when you learned that Tom Holland would be the face of Paradigme?

Tom is both a brilliant actor and a very grounded, intelligent person, which made him a perfect fit for this project. I immediately sensed that he wasn’t there just to play a role; there was a sense of mutual trust between us, and he seemed willing to explore something more personal than the typical commercial narrative. I found that both brave and generous of him. What we see isn’t exactly Tom himself, but someone who grows through his experience and spirit, someone who reflects and reinterprets his own public image.

You and Tom Holland seemed to form a very genuine bond during filming. Can you tell us more about that dynamic and collaboration?

It was a very honest collaboration. We both wanted to find something real, to give the audience a window into the doubts and vulnerabilities that many young people experience today. The process itself was simple: we shared ideas, experimented with new approaches, and avoided clichés. The goal was to give him space to be sincere. We were chasing a very specific emotion, while trying to make it quietly beautiful. Working together this way created a genuine connection, and it made the whole experience truly enjoyable for me.

How would you describe the atmosphere and energy on set during the shoot?

It had the warmth and intensity that I always look for in my films. I like to surround myself with people I trust, talented artists who are also wonderful human beings. It was about how Tom and the cast inhabited their roles, bringing life and spontaneity to every scene. We had the freedom to experiment, to play, to let go. That gave the entire shoot a sense of vitality and intimacy.

Were there any particular moments that stood out to you?

The dance scene really struck me, it was incredible. Tom isn’t just a great actor; he’s also a fantastic dancer: very physical, very expressive. He was ready to throw himself into it, to uncover something new. I was also lucky to collaborate again with Niclas Bendixen, who helped me on Another Round. That scene became a turning point, a kind of emotional release. Tom blended beautifully with the group, reacting to their movements, improvising, completely present. It was fun, but also deeply focused. We all gave our best to capture something unique, and I think we managed to make it contagious, which was exactly the goal.

What do you hope viewers will take away from this campaign?

You can never predict what people will feel or think. But you can try to raise questions that resonate emotionally, that strike a chord. I believe this campaign does that. It offers a character who is genuinely searching, someone whose journey might inspire others to begin their own. Maybe it will even encourage someone to see themselves in a new light.