A collaboration fit for the big screen kicks off a new chapter in the life of the premium French beer brand

The campaign is directed by Golden Globe and Oscar nominee Brady Corbet, whose latest feature film, The Brutalist, received huge acclaim: it collected 10 Oscar nominations in 2024 – including Best Director and Best Original Screenplay – and won the The film won the Silver Lion at the Venice International Film Festival and the Golden Globe Award for Best Director. The project, which will launch in the first quarter of 2026, was developed by the independent London agency Fold7 and will be seen by audiences on television, digital platforms, social media, outdoor advertising and in stores.

Good taste in a new way

1664 aims to interpret good taste from a new perspective: not as a rigid rule, but as an approach based on curiosity, originality and joy. With his unique style, versatile mindset and cultural openness, Robert Pattinson is a modern embodiment of good taste, who moves effortlessly between worlds ranging from independent films to global fashion campaigns.

“It is an exciting opportunity and a pleasure for us to bring together the strengths of two icons of modern creativity, Robert Pattinson and Brady Corbet, for this campaign that dramatizes the debate about taste. Together, their unique personalities and creative styles push the boundaries,” said Nikola Maravic, Global Marketing Director of 1664. He added: “With Pattinson as the face of our next international campaign, we have a unique opportunity to lead 1664 into new cultural territory and connect with our audience in a bold and inspiring way. This is more than a collaboration – it is a a clear statement of intent.”