Various Campaigns: WAY Campaign: Who Are You?

May 2025

The WAY Campaign: Who Are You? project presents a series of intimate, high-contrast portraits exploring individual identity. Creative directed by The Weeknd and captured by photographer David Urbanke, the imagery utilizes a distinct visual language that oscillates between stark, low-key chiaroscuro silhouettes and warm, editorial-style close-ups. Techniques such as frosted glass overlays and depth-focused lighting create a split-frame aesthetic, emphasizing both the subject and the campaign's titular question. With set design by Belinda Scott and hair work by Anthony Cristiano, the series balances commercial polish with a grounded, minimalist approach against deep red and desaturated green backdrops.

Vertical, Warm

Advertising Campaign