Prada’s Amber scent.

MILAN — Prada is promoting its women’s scent, Amber, on the silver screen.

This story first appeared in the December 22, 2008 issue of WWD.  Subscribe Today.

The fragrance is captured in a graphic, animated short film, called “Fallen Shadows,” which doubles as the fragrance’s new advertising campaign being shown in 300 Italian cinemas.

Created by James Lima, Amber’s film advertisement will be screened before and after movies in designated cinemas until Dec. 31. Meanwhile, a tie-in print advertising campaign based on images from “Fallen Shadows” is running concurrently in Italian-, U.S.- and U.K.-based media.

“We see Amber as a classic. It’s a signature piece of the Prada brand, and we’ve chosen to promote it in a nonconventional fragrance advertising campaign,” a spokesman for the brand said.

Miuccia Prada has already used film to advertise Amber. At its launch in 2005, she enlisted Ridley Scott to direct the short film, “Thunder Perfect Mind.”