Review of Burberry Lunar New Year 2024 Ad Campaign by Creative Director Daniel Lee with Photographer & Director Ryan McGinley with models Tang Wei, Chen Kun, He Cong, Wang Xiangguo, and Alex Schlab
Burberry celebrates the Lunar New Year with a vivid and urban campaign that explores the expressive possibility of the color red. The campaign was shot and directed by Ryan McGinley.
Captured in Chengdu, the campaign imagery continues Daniel Lee’s reconsideration of British wardrobe archetypes while bringing in an international perspective that pays homage to contemporary Chinese culture. The styling maintains a cohesive color scheme of celebratory red and Burberry beige that provides vivid pops of color against Chengdu’s historic riverfront walks or neon-lit skyline.
Continuing the brand’s digital-forward practice of bite-sized, atmospheric film clips, the accompanying series of short videos puts the portraits in motion while further incorporating the energy of the metropolis and giving each subject a greater sense of individuality and character.
Burberry’s creative direction under Daniel Lee has already demonstrated both consistency and flexibility, maintaining an impressive balance that elegantly incorporates new ideas and references into an instantly recognizable aesthetic. This campaign is another strong example of that practice, deftly incorporating the distinct visual potency of the holiday’s defining color and the energy of Chengdu into a very Burberry visual expression.
Burberry Creative Director | Daniel Lee
Photographer & Director | Ryan McGinley
Models | Tang Wei, Chen Kun, He Cong, Wang Xiangguo, and Alex Schlab
Location | Chengdu