Bring to life the next chapter of the TB Summer Monogram campaign as the renewed Thomas Burberry logo and brand codes in the region through a disruptive and innovative brand moment. Allowing the exhibition to stand out amongst the noise of traditional ‘out-of-home’ campaigns.
In a time of global pandemic restrictions, Burberry wanted to highlight the true natural landscapes of the world in their original beauty, celebrating the brands heritage of the outdoors, with the arid desert landscape of Dubai offering a unique canvas to honor the Thomas Burberry Monogram.
Connect our audience with the great outdoors through recreating the Thomas Burberry Monogram in the form of a heritage moment that utilizing the use of disruptive artistic expression that is representative of the region.
Through collaborating with United Arab Emirates based multidisciplinary artist Nathaniel A. Alapide, sand inscriptions were created in the arid desert landscape of Dubai, with the entirety of the process being documented through various film production techniques and formats to showcase the process of working in partnership with the elements.
‘If you create something in the desert, it will always cover it up – it has that ephemeral nature to it. The desert is unforgiving. But when you go out into the desert, it is always a collaboration with nature.’ Nathaniel A. Alapide, Sand Artist
A free-spirited exploration of optimism, escapism and the fashion house’s heritage of the outdoors, captured through a breath-taking vista featuring the iconic Thomas Burberry Monogram.
In the arid desert landscape of Dubai, UAE, multidisciplinary artist Nathaniel A. Alapide created unique sand inscriptions, celebrating the larger scale Thomas Burberry Monogram introduced in the latest TB Summer Monogram collection.
The unexpected sites celebrate the beauty and texture of the unique regional landscapes, reflecting a communal desire to reconnect with the outside world – and each other. The process was documented through an integrated and immersive film series as well as an exclusive documentary video which brought to life the artists vision, brand identity and its relevance to the region. The dynamic and disruptive campaign resulted in the project being awarded Best Heritage at the WindowsWear Awards.