Justin O’Shea, creative director of Brioni, recruited the band in an effort to help rebrand the clothing line’s image. O’Shea had previously worked with Metallica drummer Lars Ulrich for a campaign with his old company MyTheresa.com.
“We are beyond thrilled to have been invited to be the face of Italian luxury menswear powerhouse Brioni as they kick off their first creative campaign under the direction of newly appointed creative director, über cool style star Justin O’Shea,” the band said in a statement.
The clips below show some hilarious interactions between the members of the band and the shoot director who is absolutely clueless as to who Metallica is. Among other things, he suggests that James Hetfield take up saxophone, that Kirk’s guitar playing needs to be sexier, that Rob’s headbanging could use some tweaking and that Lars’ drum sticks are too big for his hands.
Check out some of the clips below.