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ProjectLunar New Year 2024 Ad Campaign
Close-up portrait of a man wearing a red knit sweater and plaid scarf against a vibrant red field under an overcast sky.

Lunar New Year 2024 Ad Campaign 2024

Associated creatives

Daniel Lee
Daniel LeeBurberry Creative Director
Ryan McGinley
Ryan McGinleyPhotographer & Director
Tang Wei
Tang WeiModels
Chen Kun
Chen KunModels
He Cong
He CongModels
Wang Xiangguo
Wang XiangguoModels
and Alex Schlab
and Alex SchlabModels
Chengdu
ChengduLocation

Tags

man in red sweaterman in red sweater scarfred sweaterplaid scarfasian manman wearing scarfred knit sweater

Description

This portrait from the Burberry Lunar New Year 2024 ad campaign features a male model centered in a tight vertical composition. He wears a textured red knit sweater layered with a matching red and cream plaid fringe scarf. The background consists of an expansive, textured red field under a soft overcast sky, creating a striking monochrome red palette. The lighting is diffused and natural, highlighting the subject's features and the rich texture of the woolen garments. A white equestrian knight logo is superimposed on the mid-left side of the frame.

Style

Editorial, Vertical, Warm, Clean

Techniques

Analogue / film, Natural light

Industries

Luxury Fashion Houses

Color

Crimson (70%)
Cream (30%)

Background

Meadow

Context

Advertising Campaign