The first Main Campaign I’ve worked on while freelancing for Burberry, their Spring Summer 2013 campaign is now live! Shot by Mario Testino, and featuring Romeo Beckham in his ad campaign debut, alongside Burberry staples Edie Campbell and Cara Delevingne, it’s a much brighter campaign than they’ve opted for in recent years. Because of this we wanted to keep the design of how the campaign would sit within Burberry.com as clean as possible, while including the necessary functionality.
The two main areas that needed to be considered were how to make this campaign more overtly shoppable, and how to display the videos that accompany some of the still shots. Following on from the Festive campaign it was decided that this would also sit inside a store page. The main addition here was adding in a sliding ‘Shop Campaign’/’Explore Campaign’ button which allows you to switch the pages focus from browsing the campaign stills and videos or browsing related product. For the video display options, to avoid duplicating content within the carousel (as each video supports an image), we decided to have a ‘watch video’ button instead which fades the image down to its accompanying video, and returns to the carousel at the end. Resulting in a much cleaner experience than an overlay or other similar options.
Overall I think the experience does what it set out to pretty well, which is allow the imagery to take precedence over the interface.
Take a look for yourself here – burberry.com
Designed while working for: Burberry
Creative direction: Marga Arrom Bibiloni & Chester Chipperfield