Burberry’s Multi-Part Video Campaign For Fall Aims To Give Context To Their Brand’s Essence Digitally

Fashion brands and retailers have watched Burberry’s rise to digital greatness with envy and awe. Last week, the brand created a series of ‘story telling’ videos which aim to give context to the clothing and collection for the first time. According to Burberry, “it was the brand’s largest shoot production; approached on a cinematic scale.”

“The videos of our Burberry couple, Roo Panes and Gabriella Wilde come in a four part series. We have created these to complement the Burberry AW12 campaign and to celebrate London and Britishness.” said Burberry. With London being their hometown and the historic year for the city and Britain (Olympics, Jubilee, Regent Street store opening), the iconic London shoot allows the luxury brand to continue to seed ownership of British weather and protection from the weather.

‘The Encounter’ from the Burberry Autumn/Winter 2012 campaign featuring British actress Gabriella Wilde and British musician Roo Panes. Shot in the Old Royal Naval College, Greenwich by Mario Testino

‘Midnight Rain’ from the Burberry Autumn/Winter 2012 campaign featuring British musician Roo Panes in London tailoring.

‘The Icons’ from the Burberry Autumn/Winter 2012 campaign featuring Gabriella Wilde and Roo Panes in gabardine trench coats on the steps of the Old Royal Naval College.

‘London Fog’ from the Burberry Autumn/Winter
2012 campaign featuring Gabriella Wilde and Roo Panes in tailored wool coats and crafted runway accessories.

The soundtrack to the Autumn/Winter 2012 ad campaign ‘Indigo Home‘ by Roo Panes is now available as a single on iTunes globally in line with the full campaign and new season launch across all Burberry platforms. The track is also available on Spotify and other key digital music stores. The track was written and recorded exclusively for Burberry by Roo at RAK Studios in London and is being released independently by Roo from today. He also filmed a version of the track exclusively for Burberry Acoustic in London.

The relationship with Roo Panes is another example of Burberry support of young, emerging talent. Roo actually approached Burberry to be included on their acoustic series…and now he is the star of our global campaign. We love Roo’s tenacity and move in this instance. It’s a perfect example of how emerging talent must present themselves to those they want to work with. If they don’t, they may never be discovered given the size of the web.