Byredo: BYREDO CNY CAMPAIGN

Jan 2025

Byredo marks the Lunar New Year with an extensive editorial campaign that bridges modern fragrance culture with traditional artisan craftsmanship. The series captures a sense of collective connection, moving between intimate workshop settings, community gatherings at dusk, and evocative lifestyle portraiture. Photographer Annie Lai employs a distinct analogue film aesthetic across the project, utilizing natural light and grainy textures to ground the visuals in a nostalgic, tactile atmosphere. The imagery balances the deliberate precision of craft—showcasing hand-painted lanterns and sculptural wood elements—with the dynamic energy of travel and social celebration. By integrating these earthy, raw perspectives, the campaign maintains a consistent narrative thread throughout its diverse set of product and portrait stills.

Editorial, Vertical

Natural light

Advertising Campaign