Burberry - Open Spaces

When Burberry released Open Spaces, directed by Megaforce, it did not feel like a conventional fashion commercial. There were no static poses, no obvious product hero shots, no attempt to pin the viewer down. Instead, it moved. It breathed. It ran across cliffs and fields and open air as if the brand itself had slipped out of the city and into something more elemental.

The story behind Open Spaces begins with a shift in identity. At the time, Burberry was redefining its image under a new creative direction that wanted to reconnect the house with its British roots. Not the polished London of postcards, but something older and less contained. Nature, weather, movement. The kind of environment Burberry was originally designed for, when its trench coats were made to withstand rain, wind, and uncertainty.

Megaforce approached this not as a narrative to explain, but as a feeling to release. The film avoids dialogue and instead builds meaning through physical expression. Dancers and performers move across vast landscapes, their bodies responding to invisible forces. Gravity, wind, terrain. It becomes less about individuals and more about human instinct meeting the environment. That idea of openness is literal and symbolic at the same time.

The choreography is central to the film’s impact. Rather than traditional dance, the movement feels almost like survival. Running, leaping, collapsing, rising again. It mirrors the unpredictability of nature itself. Megaforce has often worked in this space where movement replaces narrative, and here they pushed it further by stripping away anything that might feel staged.

The performers were not framed as models but as participants in a shared experience. Clothing moves with them rather than defining them. This was a deliberate choice. Burberry’s garments become part of the environment, shaped by wind and motion, reinforcing the idea that fashion is not separate from life but embedded within it.

The landscapes were carefully chosen to evoke different moods of openness. Wide cliffs, empty fields, shifting skies. These are spaces where control disappears and instinct takes over. The absence of urban structure is not accidental. It reflects a desire to break away from confinement, both physically and creatively.

At its core, Open Spaces is about Burberry rediscovering something fundamental. The brand has always been tied to the outdoors, but over time that connection had become more symbolic than lived. This film reactivates it. Not through nostalgia, but through sensation.

Megaforce’s direction avoids telling the audience what to think. There is no voiceover explaining heritage or craftsmanship. Instead, the film trusts the viewer to feel it. The wind against fabric. The rhythm of bodies in motion. The scale of the landscape. It is a reminder that identity can be expressed through atmosphere just as much as through words.

The result is a commercial that behaves more like a short art film. It resists clarity in favor of emotion. And that is precisely the point. Open Spaces is not trying to sell a product in the traditional sense. It is trying to reframe how a brand can exist in the world. Not as something static and controlled, but as something alive, moving, and open.