Adéla Prima
PRIMA is ADÉLA at her most personal. The album documents her life at 22 - ambition, vulnerability, relationships and the pursuit of becoming the “prima ballerina of pop.”
The visual world follows the same intimacy. Built from ADÉLA’s own handwriting and personal scrapbook references, not a polished pop campaign. Hot pink, glitter, flash photography, scribbles and imperfect textures channel a strong 2010s visual language, reflecting the pop culture she grew up with while turning it into something distinctly her own.
The campaign “The baddest bitches are in ___.” Localized across 30+ countries, the idea exploded through TikTok with over 6 million song uses and huge UGC impact, expanding into a custom generator, city-specific merch, wild postings and fan-made versions around the world.
Creative direction by Chris Horan
Photography by Bella Newman