Review of Bottega Veneta Lunar New Year 2025 Ad Campaign by Director and Photographer Wing Shya with models Yo Yang, Shu Qi, and Fan Wei
Bottega Veneta puts on a dazzling pyrotechnic display with its Lunar New Year 2025 campaign. The cinematic visual narrative was lensed by Wing Shya (known for his collaborations on a number of films by the iconic director Wong Kar Wai) at Liuyang, Hunan Province, the historic birthplace of fireworks.
The film follows several groups of characters – including brand ambassadors Yo Yang and Shu Qi, as well as beloved Chinese actor Fan Wei – as they move through the city by night, their paths intersecting and diverging as they meet up with their loved ones and ultimately are united in taking in the spectacle of a magnificent fireworks display. Streaming car lights and reflections of neon signage add to the celebratory metropolitan atmosphere, while a remix of Stephanie Sun’s 2001 Chinese pop classic deepens the tension and bridges tradition with modernity.
The series of accompanying still images focus on moments of revelry and connection among the characters, emphasizing the spirit of community and connection at the heart of the holiday.
The campaign achieves a nice balance of leaning into the visual traditions of Lunar New Year while maintaining Bottega Veneta’s distinctive artisanal spirit. The house has a strong focus on carrying craft traditions forward, and the film similarly emphasizes the historic grounding of contemporary traditions while feeling fresh and forward.
Bottega Veneta Creative Director | Matthieu Blazy
Director & Photographer | Wing Shya
Models | Yo Yang, Shu Qi, and Fan Wei