Various Campaigns: WAY Campaign

May 2025

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.

Vertical

Advertising Campaign