Burton relaunched online in summer 2021, just as travel restrictions were lifting, and wanted the campaign to carry a sense of freedom. Their creative team had the concept and asked us to provide the TV side of things. I produced it.
Together with Burton’s creative team we built a visual narrative around candid moments on a lads’ road trip, bringing some youthful energy to the fashion imagery in the Algarve.
Getting there was the job. We navigated Covid restrictions, a crew member being turned away at entry due to passport expirations and a ten page carnet to join the Burton team in Portugal on the Algarve coast. Production Algarve serviced the shoot with location management and extra resources on the ground.
The edit came back as three versions of the 30 with different balances of product and story. A voiceover was added late so the advert could carry ‘Burton.co.uk’ and be re-versioned with 25% and 30% off for a July event.
It cleared in July 2021, with edits following the TV advert for inside their London showroom and a set of YouTube cuts (6, 10, 20, 30).
