Cannes Lions

Night Creatures

WORK EDITORIAL, London / BURBERRY / 2023

Film
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Overview

Entries

Credits

Overview

Background

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. The decision to shoot at night comes with its practical challenges but doing so in Central London exacerbated this: 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.

Execution

We needed to let the motions flow and find the elements within the choreographed moves that gave a spontaneity to what are controlled robotic arms holding the dancers. It was getting a sense of energy and effortless movement without any of it feeling too locked in to the mechanics that were necessary to create it.

The edit required being on set and cutting from playback to create as we shot since the setups were incredibly time consuming. Once at the office we played around with the exact moves added in to the shots, changing the flow and planning for the creature to be within the shot.

The creature is entirely CG which meant an intense design process upfront, extremely precise pr-vis to shoot to, months of animation, clean up and immaculate compositing topped off with delicate grade designed to make bring out the magic of the night shoot.

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1 Cannes Lions Award
Festive

RIFF RAFF, London

Festive

2021, BURBERRY

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