Burberry launches new campaign with motion-responsive images

Burberry has launched an interactive ad campaign that uses 3D technology to create motion-responsive images and video that can be rotated, paused and dragged 180 degrees.

Burberry campaign
Burberry campaign

The fashion label claims it is the first time ’fully immersive and interactive technology has been used for a global luxury-fashion advertising campaign’.

The campaign consists of 14 images and 6 interactive videos that are designed to showcase Burberry’s autumn/winter 2010 collection.

Burberry chief creative officer Christopher Bailey says the campaign uses 3D effects to recreate the energy of the shows it put on to showcase its upcoming collection.

“This campaign protects our authentic and timeless heritage and evolves the mordern way in which we communicate that,” says Bailey. “I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured.”

The campaign is already accessible via the UK-version of the Burberry website and will be launched globally next month. The ten models include various up-and-coming British musicians and actors.

Harry Potter actress Emma Watson is the face of Burberry’s spring/summer campaign, but will not feature in the upcoming campaign.

This story first appeared on pitch

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