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Creative in association withGear Seven
Group745

Megaforce Swings in the Rain with Surreal-but-Slick Festive Dance Routine for Burberry

11/11/2020
Production Company
London, UK
938
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In collaboration with Riff Raff Films, the fashion brand showcases its weatherproof clothing range by battling the elements accompanied by stripped-back version of renowned musical hit
Burberry and Megaforce - two big names. So big in fact, combining them has the potential to create atmospheric changes (of the giant hailstone kind). Burberry’s ’Festive’ campaign follows Megaforce’s magical formula of larger than life grandeur grounded in the reality of human experience - in this case, friendship in the face of adversity.

An impeccably dressed quartet dance through the streets; each step taken choreographed by renown collective (LA) HORDE and creatively written and imagined by Megaforce through Riff Raff.

Get ready to fall in love with these four Frenchmen all over again.

The team at Megaforce commented: “We found the idea of this film digging though Burberry’s history. The founder, Thomas Burberry, created innovative weatherproof clothing that was used by polar explorers, which gave us this idea of a story that saw its characters braving the elements with ease. That iconic scene from the film ‘Singin’ in the Rain’ came to our minds so we wanted to draw inspiration from it and make a version that speaks for our times. This year has been tough for us all, so we wanted to push the metaphor and transformed the rain to ice blocks. We also changed the narrative from a single character to a group of friends because going through the adversity is a thing that we’d better do together.”

Matthew Fone, Riff Raff Films owner, said: “The most pleasing thing for me about this collaboration, is how Megaforce took the brief of capturing what Burberry stands for today alongside its prominent heritage; and made a festive film that encapsulates the notion of both, in a simple metaphor of adversity in their own, inimitable way, no baubles.”

Creative director, MPC, Alex Lovejoy, added: "We always knew the Burberry ‘Festive’ film was going to be a special project. The film showcases our ambition to challenge the ordinary and push the boundaries of remote post-production. A key element was building the falling ice blocks, to do this successfully it was essential to capture data on set, so we took detailed photogrammetry of the streets and referenced real ice blocks shattering. This was used as the base for our CG so that it could be synchronised exactly with the live action. We are all incredibly proud of the final film, which was a lot of fun to create."

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