Bottega Veneta's Lunar New Year 2025 campaign features an impressive firework show. Wing Shya, who is well-known for working with legendary filmmaker Wong Kar Wai on several of his films, shot the cinematic visual story in Liuyang, Hunan Province, which is recognized as the birthplace of fireworks.

The movie follows a number of character groups, such as brand ambassadors Yo Yang and Shu Qi and well-known Chinese actor Fan Wei, as they travel through the city at night. Their paths cross and veer as they see their loved ones and finally come together to enjoy a spectacular fireworks show.

A remix of Stephanie Sun's 2001 Chinese pop hit heightens the tension and unites heritage and modernity, while neon signs reflections and streaming automobile lights contribute to the joyous urban ambiance.

The accompanying still image series highlights the holiday's core values of community and connection by focusing on the characters' moments of celebration and camaraderie.

The campaign strikes a good mix between preserving Bottega Veneta's unique artisanal style and drawing on the visual traditions of Lunar New Year. Similar to how the home places a lot of emphasis on preserving craft traditions, the movie highlights how modern practices are historically grounded while still feeling modern and forward-thinking.