Bottega Veneta Lunar New Year 2024 Ad Campaign

Review of Bottega Veneta Lunar New Year 2024 Ad Campaign by Director Jess Jing Zou and Photographer Ken Ngan with talent Shu Qi and Estelle Chen

Bottega Veneta celebrates new beginnings and old friends with its new Lunar New Year 2024 campaign. Titled “First Sunrise With You,” the film was directed by Jess Jing Zou, with photography by Ken Ngan.

Her fourth collaboration with Bottega, Zou’s short film centers around the first sunrise of the year, exploring how new beginnings resonate across various individuals and relationships. The film opens with actor Shu Qi, who joined Bottega Veneta as Brand Ambassador last October, as she steps out onto a balcony to admire the sunrise over the Shanghai skyline. Other narratives are woven in as we encounter a mother and daughter walking along the shore or a group of friends riding scooters along a mountain road, guiding the viewer from landscapes to cityscapes as in celebration of the many ways we welcome the new year. The mood of quiet joy is deepened with a lush atmospheric soundtrack composed specifically for the film by Sega Bodega.

The campaign nicely continues the house’s cinematic yet grounded approach to campaigns under the creative direction of Matthieu Blazy while incorporating a heartfelt ode to cherished relationships and new beginnings. We may greet the dawn in different ways, but the sun rises over all of us – a poetic reminder that Bottega Veneta sends with wisdom and style.