Various Campaigns
WAY Campaign: Who Are You?
May 2025
The WAY Campaign: Who Are You? is a portrait-led project that explores identity through a series of stark, high-contrast images. Led by photographer David Urbanke and creative director The Weeknd, the series utilizes a mix of cinematic lighting and editorial portraiture to capture subjects against both deep red backdrops and moody, desaturated studio environments. The aesthetic leans into a minimalist, clean visual language, incorporating techniques like chiaroscuro lighting and frosted glass overlays to create split-composition portraits. Set design by Belinda Scott provides a structured backdrop for the campaign, while hair styling by Anthony Cristiano adds detail to the varied subjects, ranging from entrepreneurs like Richard Branson to diverse portrait subjects. The execution balances a commercial polish with deliberate, intimate framing.
Vertical, Warm
Advertising Campaign
