Portrait of a Black man wearing a leather jacket partially obscured by a frosted glass panel with bold white text reading WHO ARE YOU?

Portrait of a black man with locs in a black jacket posing against a red background for the WAY Campaign shot by David Urbanke.

Portrait of Richard Branson smiling with his hand on his chin against a rich red background wearing a white polo shirt.

Portrait of a smiling Black woman with braided hair wearing a beige jacket against a solid red background

Portrait of Richard Branson behind frosted glass with text overlay reading WHO ARE YOU for WAY Campaign

Portrait of a black woman wearing a tan coat partially obscured by frosted glass with white text reading WHO ARE YOU

Close-up portrait of a Black man with sunglasses and gold chain necklace against a solid red background for WAY Campaign.

Close-up portrait of a Black man with a gold chain and dark jacket, partially obscured by frosted glass with white text reading WHO ARE YOU?

Portrait of Richard Branson in dramatic low-key lighting for WAY Campaign, captured by David Urbanke.

Various Campaigns WAY Campaign 2025

About

The WAY Campaign is an editorial portrait series that explores identity through a cinematic and moody lens. Photographed by David Urbanke with creative direction by The Weeknd, the project utilizes a recurring visual language of split-screen compositions, frosted glass layering, and stark silhouettes to engage with its subjects. The series, which includes portraits of Richard Branson alongside diverse individuals, leans into a controlled studio aesthetic. The production employs distinct lighting techniques, alternating between low-key chiaroscuro and soft, warm tones against solid-colored backdrops to create a consistent graphic identity. Key collaborators include hair colorist Anthony Cristiano and set designer Belinda Scott, whose work on texture and environment grounds the project’s clean, commercial presentation.