Brand
ProjectWAY Campaign
Belinda Scott, Set Designer,
Associated creatives
Tags
Description
This portrait from the WAY Campaign features a dramatic profile silhouette of a Black man with locs against a muted, softly lit grey background. The low-key lighting creates stark contrast, emphasizing the clean contour of the face and hairstyle. Photographed by David Urbanke with creative direction by The Weeknd, the image employs minimalist composition and atmospheric tones. Text elements at the lower edge include website branding and a campaign tagline.
Style
Vertical, Cinematic, Desaturated, Matte
Techniques
Low-key / chiaroscuro
Background
Grey Seamless
Context
Advertising Campaign