Fashion film director, Sydney & Asia-Pacific
Ana Lario is a fashion film director and art director based in Sydney and directing across Asia-Pacific. She learnt her craft in London, where she spent three years in Burberry’s in-house video team. She has directed fashion films, campaign films, show invites and in-store content for Burberry, Furla, Office x Nike and Massimo Dutti.
Three years inside Burberry
Ana joined Burberry’s London head office in 2011, as the brand was building a new in-house creative agency (her Burberry showreel). Over three years she made films for the flagship stores on Regent Street and in Covent Garden and for Pacific Place in Hong Kong. She was also motion designer for the Regent Street flagship’s 23 synchronised screens.
The work covered most of the ways a fashion house uses film. There were craftsmanship films that follow a collection from the atelier to the catwalk: the SS12 Prorsum womenswear film, where she handled camera, edit and animation, and the AW13 ready-to-wear film. She made the AW13 womenswear show invite, the SS12 childrenswear main campaign film, the watch film “The Britain”, a stop-motion piece for festive gifting and Burberry Festive 2011. There was music, too: she filmed The Feeling at Abbey Road recording a new version of “Rose” for Burberry.
Furla, Massimo Dutti and Versace
Ana directed the film for Furla’s FW14 main campaign, “Passion for Italy”. For Massimo Dutti she made the Boys and Girls A/W 2011 film and edited and post-produced it herself. Her fashion work also includes e-commerce film for Versace.
Retail, sneakers and Stories
Fashion film no longer lives only on a campaign page. With Seen Display, Ana made animations for Office’s Oxford Street flagship to launch the Nike Air Max 1, plus an Instagram Story with Stephanie K Kane. Since 2018 she has been one of the creative motion directors Instagram uses for its Instagram Sprints. These are workshop days where brands and agencies learn to make Stories content that holds attention.
Sydney, Asia-Pacific and a London training
Ana is based in Sydney and works across Australia and Asia-Pacific — available for productions in Hong Kong, Shanghai, Seoul and Singapore, and represented in Asia by Lucifer Circus. Her craft was formed in London: the Burberry years, Grey London, Hi-Res! London and Seen Display all shaped how she works, and it is the standard she brings to every production.
How a project runs
- Start from the collection. Fabric, cut and the season’s story decide the film’s pace and palette before any location or cast is chosen.
- Treatment and references. A written and visual treatment, with storyboards where the choreography matters.
- One eye on set and in the edit. Ana directs and art directs, then edits, so what was planned on set is what reaches the final cut.
- Every placement. Campaign film, show invite, in-store screens, e-commerce loops and vertical Stories are planned together, because the Burberry work taught her each one has different rules.
Questions
What is a fashion film?
A short film made for a label or collection. It’s often less about selling a single product and more about mood, craft and the world of the brand. It can be a campaign film, a craftsmanship film, a show invite or content for store screens.
Has Ana worked in-house for a fashion brand?
Yes. She spent three years in Burberry’s in-house video team at its London head office, starting in 2011.
Can she make content for store screens?
Yes. She was motion designer for Burberry Regent Street’s 23 synchronised screens and made the Air Max 1 animations for Office’s Oxford Street flagship.
Does she work outside Sydney?
Yes. She is available for productions across Asia-Pacific — Hong Kong, Shanghai, Seoul, Singapore and Tokyo — and is represented in Asia by Lucifer Circus. Much of her earlier fashion work was made in London.
How long does a fashion film take?
It depends on the collection calendar and the number of formats. Typically it takes a few weeks from treatment to delivery for a short campaign film, and longer when a shoot has to fit a show or launch date.
Tell me what you are making. Contact
