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I find it too dark. Literally. Too photo shopped and too clinical i.e. pedantic - resembling those types of editorials that you see in second tier independent/online magazines.
I would like to see it in print though to see if my views change.
In such times where even campaigns resemble catalogue shoots, and so short on striking imagery, I think people are just hungry to see something that evokes a sense of a narrative grandeur. And on first glance, this does have that.
Besides the questionable photoshopping, the execution and concept is recycled from his previous shoots-- particularly his shoot with Madonna for W several years ago.
Photographers recycling their old concepts for editorials is acceptable, but kind of lazy for a high profile campaign.
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