Prada‘s current ad campaign for its Spring/Summer 2026 collection is an unsettling affair, and no surprise its maker is an artist known for disturbing video art and sculptures: Jordan Wolfson, whose past works have featured a gyrating cyborg, chained-up puppets, and other terrors.

Wolfson’s art is famous—and, in some cases, notorious—for its depictions of violence, both of the physical and emotional variety. A VR work that he produced for the 2017 Whitney Biennial, for example, allowed visitors to witness a man being bludgeoned by a version of Wolfson himself wielding a baseball bat. Another VR work made last year for the Fondation Beyeler, a museum just outside Basel, Switzerland, body-swapped its participants, without much warning to viewers in advance that this would happen.