Luxury fashion house Burberry recently unveiled a behind-the-scenes photoshoot for its upcoming 2016 spring/summer advertising campaign via Snapchat. Shot by world-renowned photographer and creative director Mario Testino, the 24 hour story was a first in the industry and captured the campaign’s progress in real time. While the popular social media platform is synonymous for generating mass “noise,” it has become a steady channel for companies to connect with younger audiences. Amongst brands like Jordan, many other forward-thinking companies have begun utilizing Snapchat to announce relevant news and therefore create an organic buzz as part of contemporary marketing strategy. View the snaps from Burberry’s campaign below.