Prada's campaigns have always been atypical, involving Hollywood actors, avant-garde directors, art stars, extreme athletes, and ingenues. From Prada's ready-to-wear beginnings, the brand was always unafraid of embracing high tech while keeping an eye turned towards the universe of classics that inspired the contemporary. In this way, Prada advertising is modern, sometimes cutting-edge, and at the same time influenced by cinematic tropes and the real world. Campaigns have involved Ridley Scott, Wes Anderson, Xavier Dolan, Pedro Almodóvar, and David O. Russell; have come to life on the wraps of bouquets in flower shops and as wallpaper on landmarks; and have announced engagements like an auction and other live events. They have pushed the notion of what fashion ads should look like or do, and to who they should strictly appeal.