Burberry has launched a new male pillar scent, Burberry Hero, selecting Oscar-nominated actor Adam Driver to front the new advertising campaign.

“Creating a fragrance is such a personal and intimate process, and I especially felt this for Burberry Hero – my first fragrance for the brand,” said Riccardo Tisci, Burberry Chief Creative Officer.

“I wanted Burberry Hero to encapsulate modern masculinity, to play on the essence of primal human and animal instincts, channelling the duality between strength and sensitivity.

“I am so thrilled to have worked with the amazing Adam Driver to embody Burberry Hero for the house. He has this incredible depth in articulating what masculinity means today – how strength can be subtle, and emotions can empower.

“Our founder Thomas Burberry was a man who also celebrated that balance, using a powerful but romantic horse as the iconic emblem for his brand, inspiring many of the house codes we continue today.”

The advertising campaign stars Driver embodying a man ‘in search of freedom and personal transformation – no longer held back by preconceptions’, said Burberry.

“I’m very happy to be working with Burberry on the Burberry Hero fragrance campaign, and with designer Riccardo Tisci in representing his first fragrance for the brand,” said Adam Driver.

The campaign, featuring a film directed by Jonathan Glazer and images by Mario Sorrenti, is said the capture ‘the enigmatic and adventurous Adam Driver in the awe-inspiring beauty of the natural world’.