Burberry Winter 2024 Ad Campaign

Review of Burberry Winter 2024 Ad Campaign by Creative Director Daniel Lee and Photographer Tyrone Lebon with models Adwoa Aboah, Agyness Deyn, Babacar N’doye, George Osborne, Lila Moss, Lily Donaldson, Lina Zhang, Long Li, Maya Wigram, and Nora Attal

Burberry explores the power of place with its new Winter 2024 campaign, created once again in collaboration between the house’s creative director Daniel Lee and photographer Tyrone Lebon.

The imagery was captured among the spectacular landscapes of the Lake District in northwestern England. Shaped by ancient glaciers, green valleys slope into pristine lakes, making it easy to see why the region was a source of inspiration and a home for several of England’s major literary figures.

The utilitarian character of Lee’s design vision for Burberry is at home among this rugged natural beauty, with trench coats, bombers, and cozy knitwear in warm neutral and earthy colors fitting right in. Meanwhile, more formal pieces like Savile Row suiting, or unexpectedly rich and voluminous textures, bring a sense of formal elevation and contrast, broadening the conversation between English dressing and the land of England.

The accompanying short film puts these portraits of the expansive cast in motion with a delicate cinematic perspective, deepening the sense of tranquility and poise shaped by the natural world. The video also nicely lends itself to being split up into many small vignettes, with each star being captured in a brief series of moving portraits that can be rhythmically deployed across social media, leveraging existing assets to broaden the reach and engagement of the campaign.

It’s no secret that Burberry has been facing some financial challenges since its creative leadership switched over to Daniel Lee. It’s difficult to point exactly to one root cause of these challenges, though, and despite these headwinds we’re still excited by the direction he’s taking the brand’s image. It might actually be that the brand’s design POV needs to catch up to the strength of its advertising, because – as this campaign once again demonstrates – the Lee era already has a powerful and cohesive sense of visual identity when it comes to marketing communications, both visually and in terms of formatting content that can thrive on social media.