BOTTEGA VENETA released their latest campaign for the Lunar New Year featuring the Hong Kong-Taiwanese actress Shu Qi.
The campaign titled The First Sunrise with You, is directed by Jess Jing Zou and demonstrates a celebration of the new year’s first sunrise with characters greeting its dawn in various settings.
Bottega Veneta Lunar 2024 Campaign
Matthieu Blazy creatively directs the film, which marks the fourth collaboration between Jess Jing Zou and Bottega Veneta, with some of their past associations being the works of the brand’s 2023 Lunar New Year campaign, Reunion in Motion and two Qixi motion pictures, Love in Motion and Towards You.
The campaign portrays themes of travel and togetherness while focusing on the dawn of the new year with stills captured by photographer Ken Ngan and the film soundtrack produced by Sega Bodega.
Bottega Veneta Lunar 2024 Campaign
Actress Shu Qi, who has developed strong relations with the brand since she was appointed Brand Ambassador last October, is seen in the film’s opening scene, walking out onto a balcony as she embraces the Shanghai skyline sunrise.
Subsequent frames capture a series of varied settings and people such as friend groups, families and romantic partners sharing a moment as they cherish the dawn, welcoming the new year to come.
A friend group is seen gathered on a beach while another party rides scooters following a mountainous road. A couple looks out onto the sunrise reflected off snowy mountains, and a mother and daughter, portrayed by model Chen Estelle and her mother, stroll along the river by the Museum of Art Pudong in Shanghai.
Bottega Veneta Lunar 2024 Campaign
The film is a portrayal of new beginnings and the journeys one takes to reunite with loved ones over the celebration period of the new year.
As the characters live out each snippet of The First Sunrise with You, they wear designs from Bottega Veneta’s Chinese New Year collection, conceptualised around the Year of the Dragon.
Items such as the Andiamo and Sardine, the Orbit sneakers and a unique Jodie featuring a dragon tail handle, are sported in the brand’s new campaign.
by Nicole Pereira