Lena – What I Want

For LENA’s single WHAT I WANT, we developed a photographic concept centred around a stylized studio environment, portraying two contrasting facets of the artist’s personality and reflecting the broader themes of her album. Working closely with Creative Director Anouk Jahns, who conceived the overarching campaign, we explored the relationship between LENA’s familiar public image and a new, evolving identity. Drawing inspiration from her past while looking towards the future, the portraits reveal different sides of an artist whose identity has long been shaped by public perception, expectations and judgement. Through carefully composed imagery and contrasting character portrayals, we aimed to challenge these assumptions, creating space for a more complex, personal and multifaceted representation of LENA.