Review of McQueen Lunar New Year 2025 Ad Campaign by Creative Director Seán McGirr with model Zhang Youhao
McQueen channels big city energy for its Lunar New Year 2025 celebration, expanding Seán McGirr’s emerging vision for the brand with new reflections.
The campaign follows a trio of characters, led by actor Zhang Youhao, as they traverse an expansive metropolis on the eve of the lunar new year. As day changes to night, their paths intersect and separate. Rich shades of red nod to traditional celebrations while remaining grounded by sophisticated neutrals, while car lights blur into the background as the city hums into the night.
We’re still getting deeper acquainted with Seán McGirr’s deeper vision for McQueen, and the occasion of a Lunar New Year campaign offers an opportunity to bring new themes and narratives into his creative world. While the story here is simple, the taut urban energy of his previous few campaigns takes on a new emotional character through its connection with reflection and renewal inspired by the arrival of the new year.
McQueen Creative Director | Seán McGirr
Model | Zhang Youhao