Various Campaigns

May 2025

The WAY Campaign is a multi-faceted portrait series that explores identity through a blend of cinematic and editorial techniques. Featuring a diverse range of subjects, including Richard Branson, the project leans into high-contrast chiaroscuro lighting and minimalist studio setups to create a moody, sophisticated aesthetic. Shot by photographer David Urbanke with creative direction from The Weeknd, the series frequently utilizes layered visual effects, such as frosted glass partitions, to create intriguing spatial depth. The color palette oscillates between deep, desaturated tones and warm, earthy accents, while crisp sans-serif typography anchors the subjects within the frame. Set design by Belinda Scott and hair coloring by Anthony Cristiano provide textural consistency throughout this commercial collection.

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Advertising Campaign