PROJECT NAME
The Weeknd
ROLE
Creative Direction
DATE
March 2022
TEAM CREDITS
Lee Xinying
Janelle Qua
As Binance embarked on a sponsorship for The Weeknd’s Dawn FM tour, we explored two main directions for the key visuals for the partnership, reflecting two main themes of the album – one emulated the stylistic sensibilities of a retro-futuristc radio DJ, and another as a mash-up of the original and remake of Tron, playing with the idea of using light as a core graphic element. These visuals will be applied across partnership visuals, tour merch, and digital campaigns. Final artwork currently unreleased and remains private and confidential.
