Is he a person? Is he a centaur? Is he a horse? The web might by no means agree, however they are going to agree on this: Everybody was obsessive about Adam Driver’s video marketing campaign for Burberry Hero. Individuals couldn’t get sufficient of him operating into the crashing waves—however Driver is obvious that it was lots more durable than it seems to be. Because the face of the new Burberry Hero—a woody recent scent that blends a trio of cedarwood with bergamot and a base of black pepper juniper, dreamed up by perfumer Aurélien Guichard—Driver tells us all in regards to the challenges of operating with the horses, in addition to the sudden scent he needs Burberry would make.
What was filming the marketing campaign was like? It was very difficult, however in an effective way. The photographs that they despatched me had been actually bold. I really feel like everyone underestimated how bodily it was going to be since you’re racing all of the issues that you just’re racing and taking pictures one thing, however largely time. They’d these photos of a person’s physique that mirrored a horse, which I assumed was lovely on paper, and (laughs) possibly a fucking dangerous thought to attempt to emulate as a result of horses are horses—they’re actually highly effective. But when we might do it, and practice for the months main as much as it, then it could possibly be really actually lovely and hopefully seamless. All the photographs that they considered a horse and what they had been making an attempt to emulate had been sleek, however quick, robust and versatile, and sort of harmful. All of it appeared actually thrilling and impressive. It was two days of making an attempt to match an ATV’s tempo with a digicam crew with a horse with me operating. We solely have 45 minutes to get it, swimming within the ocean. Horses can solely achieve this many laps, so you’ve like 5 horses that every one have totally different personalities and relationships to swimming and a few are extra prepared than others. You are doing it with scuba divers who’re battling know-how and speaking with you—I used to be not carrying a headset—and all of these issues made it actually difficult.
It sounds prefer it, however you pulled it off. Let’s speak in regards to the perfume. What does it evoke for you and what do you want about it? Nicely, I like its subtlety. Really, once we had been making it we did not have it but as a result of they had been nonetheless growing it and I’ve solely gotten it not too long ago. It’s a blissful accident that issues even have aligned—I do know I’m the face of this and it is lots simpler to speak about it if you really prefer it. The themes that we talked about firstly had been utterly dismissed once we had been making it as a result of it is probably not one thing which you can embody. The photographs sort of do the be just right for you of it feeling transformative or robust but in addition refined, all these items that appeared to be at odds with one another. I believe they did a tremendous job placing it in a scent.
How do you’re feeling it embodies the Burberry man? I don’t know. I really feel like that’s a private factor. I might simply hold going again to issues which might be robust however refined. I do know these are the important thing phrases that they need to come throughout however I do really feel that greatest articulates what it’s, but it surely’s not particular to any sort of one individual. It is just like making a movie: persons are it by way of their lens so it is exhausting for me to say what it embodies. I can say that it embodies what I really feel about Burberry, which is I’ve at all times identified them from their garments and carrying them. They match me, first off, which was at all times a minor miracle. They’re made with high quality and a focus to element.
When do you prefer to put on perfume? It sort of ebbs and flows at totally different occasions in my life.
Are you able to recall your earliest scent reminiscence? Burnt wooden on the seashore was an early reminiscence of mine. Each Friday my household, once we lived in San Diego—I lived in San Diego ‘til I used to be seven—we might go to the seashore and have a giant bonfire. Pals would come out and in and my mother and father’ buddies, and my buddies, my 5-, 6-, 7-year-old model of buddies, which is principally enjoying round one another. I bear in mind they took me to the circus one time as a deal with, as like a break from going to the seashore. And I bear in mind being pissed about it. (Laughs) I might have somewhat gone to the seashore. It’s really ironic in how this was made, as I used to be speaking to the Burberry crew about what they had been going for, with Riccardo Tisci. They took two years to develop it and truly burnt cedar was an enormous inspiration for this. Particularly, [the perfumer] had this tree that was struck by lightning and was a giant reminiscence of his and that made its approach in and so it was purely a contented accident that these photos had been really ones that I’ve a relationship with.
That is very full circle. What are your favourite smells? They’re largely centered round meals. I attempted to pitch turkey as a potential scent that individuals would all relate to. However fortunately nobody went with that. Possibly I actually ought to pitch the turkey Burberry model of the cologne—that is my private ambition.
When you suppose emulating a horse was exhausting simply making an attempt operating round making an attempt to be a turkey. (Laughs) Proper. That will be difficult.