"The 'Festive' campaign was about resilience and facing adversity, 'Open Spaces' was about the joy of freedom. This year we wanted to express the bold attitude that it takes to dive into the unknown: the fearless and playful spirit of adventure." Ultimately we had to build up on the heritage of the previous two campaigns and bring something unique, showcasing the spirit of adventure alongside the actual product - the winter collection for Burberry. Burberry is very much a London/UK brand and it was key that we reflected this heritage in the locations.

The notion of a creature, something unknown, and those that go towards it rather than turn away seemed to encapsulate the brand. Seeking adventure, and being constantly curious. Integrating movement, play and beautiful choreography was a great way to show how the heroes could communicate.

CINEMATOGRAPHY - The creature is entirely CG which meant an extremely precise pre-vis / shooting plan. Also quite complicated shooting match between location and studio, considering that location is been used sometimes as simple base plates then we filmed the talents action/performance in studio Then ultimately and most important the challenge related to the night shoot in London. The idea to make this "sci-fi/musical" piece looking cinematic and somehow real, with a touch of magic atmosphere

Technically the film was challenging. The camera work is extremely dynamic with large use of any type of camera movements / supports: Cranes, Dolly, Stedicam, Movie, Hand held, everything planned with a precise relation to the story. I had to plan precisely all the technical lighting setups work in advance to be able to create a perfect match location/studio, but also I didnt want to make the technicality overtake the shoot flow