Burberry has enlisted Manchester United footballer Marcus Rashford for a campaign encouraging the next generation of creatives to dance like no-one is watching.
Set to a version of Singing in the Rain, the work begins as dancer Zhané Samuels steps out of a takeaway to be met with giant hailstones.
Samuels and a team of dancers saunter through the streets of London before making their way to the coast, stepping into the water as the ad comes to a close.
The work was created by Rachel Crowther, art directed by Al Watts and Sean Bell, and directed by Megaforce through Riff Raff Films.
It includes a partnership with Rashford (his debut for Burberry) to support youth initiatives.
“This campaign is about looking forwards, looking to the future – inspired by youth, it brings together a community of different talents and worlds as one,” Riccardo Tisci, chief creative officer at Burberry, said.
“United by passion, commitment and love, this campaign is a celebration of their dreams, of exploring and of always going beyond.”
Rashford has been campaigning to fund free school meals during holidays, with brands including McDonald’s, Asda, Morrisons and Co-op supporting his efforts during half term in spite of a lack of government backing.
Tisci continued: “I’m honoured that Burberry can partner with Marcus Rashford and amazing organisations around the world to give back to the next generation, allowing them to explore their dreams, and I wanted to take that concept – of exploring beyond – to express a real sense of freedom in the campaign.
“It’s all about that fearless spirit and imagination when pushing boundaries, something that we hold so close to our hearts at Burberry.”