Burberry: Choreography and Craft

Some 85% of millennial and Gen Z luxury shoppers believe that what their clothes represent is just as important as their quality or design, according to global fashion and lifestyle media brand Highsnobiety. These four films show how British fashion house Burberry celebrates its adventurous spirit through choreography and craft. For more luxury trailblazers and trends, read LIONS Intelligence on Luxury, published tomorrow on The Work.

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A New Awakening

Burberry celebrated Chinese New Year 2021 with a six-minute story of self-discovery and renewal. The ad focused on the five senses, switching from everyday scenes to doses of nature that capture the renewal of spring. This allowed Burberry to resonate emotionally with consumers after a challenging year spent mostly in lockdown, showing how brands can connect their ethos with a cultural moment.
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Open Spaces

‘Open Spaces’ exemplifies how luxury brands can use the arts to express familiar brand values in a new way that resonates with modern audiences. ‘Freedom’ and ‘outdoors’ are words many of us would associate with Burberry, but the choreography and film craft in this campaign bring them to life in a fresh way.
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Night Creatures

Three Londoners dance with a mysterious alien creature in this nocturnal ballet. Shot from multiple perspectives, the gravity-defying scene celebrates the brand’s fearless spirit – while showing off its Night Check outerwear. Spanning reality and sci-fi, it demonstrates how to bring a touch of brand magic to a familiar setting.
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Festive

Burberry’s festive film swapped Christmas clichés for contemporary cool. In a nod to its founder, who created weatherproof clothing for polar explorers, it saw Burberry-dressed dancers brave the (slightly exaggerated) British weather with ease. It demonstrates how to use craft to celebrate heritage with a modern twist.
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