Abel Tesfaye (The Weeknd)

Abel Tesfaye The Man Behind the Mask

Tasked with creating an album campaign for The Weeknd using the album title name Binge Watching, we began to think about how we could bring this title to life and how best to showcase who the Weeknd is.

The Weeknd is an artist who likes to hide behind his stage name we wanted to take this opportunity to celebrate the man behind the mask the real Weeknd.
We wanted to create more than an album launch campaign we wanted to show his fans the real him and take them on the journey of his life to help add a personal touch and allow his fans to connect with him more.

This is how his story goes:

Binge watching is the name of the album along with the clock help to represent his need to binge on his past life and shows how he does not live in the present.

The green and purple design helps to represent his love for the Joker, he relates to the Joker as like the Joker he acts strong on the outside but on the inside he hides his vulnerabilities.

Melting helps to show not only the effect of binging but also the effects of taking drugs as this has been part of the Weeknds life in the past.

Silhouette faces show how he lives behind his stage name and never revels his true self.

The song names help to show moments in his life.

The message and overall moral of this campaign is that there is two sides to every story that we should celebrate.