What makes a hero? Challenging the audience to think away from the imageries of bulging muscles and rugged masculinity, Burberry presents its latest scent Burberry Hero with a campaign that hones in on man and nature, fronted by Adam Driver.
Challenging the traditional stereotypes of masculinity, Driver is seen riding a beige horse backdropped against a calm sea, bringing together horse and man, and creating a modern myth.
The powerful imagery of a beige horse against the vast coastline provides a striking backdrop for Adam Driver’s athleticism, and explores Riccardo Tisci’s codes of duality and the power of the animal kingdom. Through the vivid metaphor of a man becoming a mythical creature in the powerful sea, the campaign illustrates the story of a man leaping into the unknown, overcoming overwhelming struggles and transforming into something new, while remaining true to himself.
“Creating a fragrance is such a personal and intimate process, and I especially felt this for Burberry Hero – my first fragrance for the brand,” tells Riccardo Tisci, Burberry Chief Creative Officer. “I wanted Burberry Hero to encapsulate modern masculinity, to play on the essence of primal human and animal instincts, channelling the duality between strength and sensitivity. I am so thrilled to have worked with the amazing Adam Driver to embody Burberry Hero for the house. He has this incredible depth in articulating what masculinity means today – how strength can be subtle, and emotions can empower. Our founder Thomas Burberry was a man who also celebrated that balance, using a powerful but romantic horse as the iconic emblem for his brand, inspiring many of the house codes we continue today.”
Adam Driver for Burberry Hero
The campaign, featuring a film directed by Jonathan Glazer and images photographed by Mario Sorrenti, captures the enigmatic and adventurous Adam Driver in the awe-inspiring beauty of the natural world.
Adam embodies the spirit of the fragrance, embracing freedom of expression and the beauty of contradictions: strong and subtle, powerful and compassionate, athletic and creative. It’s a fragrance that’s brightened with sparkling bergamot and invigorated with juniper and black pepper. It is further deepened with a heart of warm cedarwood of three distinct origins – Virginia, the Atlas Mountains and the Himalayas.
Packaging-wise, the bottle is strong and modern, like the fragrance it carries. Its angular shape is an abstract reinterpretation of a horse’s hoof, engraved with the Burberry logo. It also features the Thomas Burberry Monogram, a reference to the founder of the house.
Learn more at the official website here.
(Photos: Burberry)