Prada presents the 'Behind the Scenes' video of its Fall/Winter 2014 Menswear Campaign.
McAvoy's theatre is formed of concrete and stone, the austere landscape shot in black and grey, an homage to the German avant-garde. Concrete staircases, stone paving and a rocky coast swept by a grey sea bring a certainty and magnitude to the atmosphere of the photographs. Against this backdrop Leibovitz and McAvoy interpret the Prada man a play of multiple acts.
The dramatic effect is an experimental narrative of bold and exceptional individuality.

Starring: James McAvoy
Photography: Annie Leibovitz
Music: "Seaworld I" by Ben Frost
Published by Mute Song Limited
Used courtesy of Ben Frost