London set the stage for 1664 to unveil its next move, introducing Robert Pattinson as the French beer’s new global brand ambassador. The announcement signals a new chapter for the brand, one rooted in culture, creativity, and a broader take on good taste.
Pattinson arrived in Dior, effortless as expected, bringing a relaxed presence to the room. His dry humour landed throughout, cutting through the polish in a way that felt natural and unforced, and set the tone for what this partnership is shaping up to be.
At the centre is a global campaign set to launch in 2026, directed by Brady Corbet. His recent film The Brutalist, released in 2024, earned critical acclaim and 10 Academy Award nominations, and that cinematic sensibility carries into the work here. The campaign plays with contrasting perspectives on good taste, positioning 1664 as the common ground. A preview of the video leaned funny and artistic, a smart introduction for an actor of Pattinson’s calibre, and a clear step beyond a standard endorsement.
Corbet and Pattinson’s friendship comes through in the execution. There is an ease and rhythm that feels collaborative rather than constructed, giving the campaign a distinct edge while maintaining the brand’s Parisian sense of refinement.
1664 is positioning this as more than a partnership. As Global Marketing Director Nikola Maravic put it, this is a statement of intent, an effort to push the brand further into culture and elevate beer into a premium lifestyle space.
The takeaway is straightforward. With Pattinson fronting this next phase, 1664 is leaning into something more expressive, confident, and quietly playful, with more still to come.
Enjoy the full splendour of the project below.