To launch the Autumn/Winter 2012 fashion collection Burberry went back to it’s root values of Britishness, London and the Burberry heritage of weather producing one of the brand’s most cinematic shoot to date. The campaign was shot at night, under the creative direction of Christopher Bailey, by Mario Testino at the iconic Old Royal Naval College in Greenwich London. The evolving campaign featured black and white cinematic multimedia content including images and short films, to be revealed across the brand’s online and offline platforms throughout the season.
As the cinematic experience had to be released in a sequential fashion over the period of 6 months I had to come up with solution which would allow users not only to experience the current content but also to have a feel about the longevity of the campaign. I ended up designing an online player for Burberry.com that unveiled chapters made of videos and pictures every month. Working alongside the copy writers, I helped defining a storyline that contextualised the scenes within a bigger picture. In the end, users were able to see the scale of the campaign as the player timeline allowed to oversee the release during the period of 6 months building this way the 2012 Autumn/Winter campaign.