TB Summer Monogram • Weaving Nature and Technology to Celebrate Fashion
An ephemeral mark that leaves an everlasting impression
Every year, Burberry’s monogram campaign marks the start of the upcoming season and sets the mood for the new TB Summer Monogram collection. In 2021, we honored the brand’s key pillars, nature and modernity, by transforming the timeless symbol into a stylish piece of land art on the Welsh shoreline—made exclusively with elements that were already part of the beach.
Nature melds with technology to celebrate the unexpected
Inspired by the brand’s long-lasting history of exploration, we also took the campaign to a remote mountain reserve, where a series of 300 drones choreographed to create the iconic motif in the Colorado sky. And the reach was not limited to these secluded locations—for the first time in Burberry’s history, the monogram was displayed in their flagship stores around the world for everyone to see. Weaving nature and technology, we paid homage to Burberry’s heritage while setting the stage for the new era.
By implementing a truly 360° approach and working with nature as a medium, we developed and executed activations that were not only sustainable, but also gorgeous reminders of the symbiotic relationship between the earth and humankind.
Being able to depict that narrative between man and nature in such an incredibly beautiful way was extremely inspiring to me.