THE WEEKND
HURRY UP TOMMOROW, MANIC PHASE
EXPERIENTIAL, VIDEO INTEGRATION, SPATIAL DESIGN, CONTENT
WE INVITED FANS AND PASSERSBY TO ‘FACE THE MIRROR’...
To help promote The Weeknd’s newest film Hurry Up Tomorrow, we created a striking installation anchored by a towering 16-foot bust with a mirrored face designed to invite audiences into an unexpected and immersive encounter.
I led the early ideation phase as Senior Creative Director, developing the initial creative direction and shaping a wide range of concept paths before bringing in extended collaborators. The final piece evolved from that foundation: a surreal, reflective sculpture that, by day, mirrored the audience within Abel’s image, and by night, revealed a haunting video sequence—hidden behind a two-way mirror—where shifting faces of the film’s cast fought for dominance. The story unfolded through cinematic lighting and rolling fog, building a visceral encounter with the film’s atmosphere.
2 CITIES • 3 DAYS • 81.2M+ SOCIAL IMPRESSIONS
