Burberry’s New ‘Open Spaces’ Campaign Can’t Be Bothered About Gravity

During this long and fearful coronavirus crisis the countryside has represented an escape, a place of safety and serenity for those living with the anxiety of trying to maintain social distancing protocols in close urban conditions. Many left the cities for more sylvan locales when the lockdowns first started, and have never returned.

But the fantastical new Burberry Open Spaces campaign wants to remind us that what the countryside represents most is actually a sense of freedom, a respite from all the rules and regulations that dominate our daily lives in the city and the suburbs. A 2:24 film, directed by Megaforce (not the heavy metal label) and choreographed by (La)Horde, opens on a quartet of models at the break of dawn leaving their car and traversing a wide open field of grain, just as daylight begins to appear. (Could they be on their way to a morning rave?)

Suddenly, and obviously rather bizarrely, a strong wind shuffles through the wheat, and one of the models is propelled unthreateningly into the air. As no one seems to think that this is weird or anything, the other three quickly join him in defying gravity by also leaping up and flying around above the field – and having a seemingly brilliant time doing so.

They zoom straight into the forest, somehow oblivious to the dangers posed by large numbers of trees being in their direct path, then swoop over a lake and yet another field until they’re finally suspended in a four-way embrace over what is obviously the White Cliffs of Dover (which are about 80 km south of London, where Burberry is headquartered). What it seems to be saying is, “Wow, we’ve really missed hugging these last nineteen months.”

Shot by Ewen Spencer (noted for his work on the Brit teen drama Skins), he describes it as, “capturing a vista of opportunity and optimism that encapsulates the Burberry spirit.” But Creative Director Riccardo Tisci proffers a bit more ethereal explanation, offering, “Freedom allows us to be creative, to dream, to be anything or anyone. Burberry, like me, has had freedom at its heart since the very beginning.”

Of course, what this terrible pandemic has tried so hard to do for the last year-and-a-half is to stifle our very sense of freedom. But as Tisci is quick to remind, humanity just has a way of rising above – in this case, above a field of grain.

“This campaign celebrates the fearless spirit of exploration which connects us with one another and the natural world,” he says. “It’s about pushing boundaries and pursuing endless possibilities – looking to the future and connecting us all.”

Oh, and the clothes + accessories are aces.

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