Whether bending through fibre optic cables or emanating from glowing displays, light powers modern information systems and fuels outdoor advertising around the clock. After sunset, whoever controls artificial light controls the visual field — and influences what we see and believe.
In Ethereal Glow, I photograph illuminated billboards with a large-format camera, capturing their bright surfaces in sharp detail and situating them within their urban contexts. In doing so, the series documents the evolution of advertising technologies — from static printed posters to fleeting digital screens — and asks how this shift is reshaping public space and testing our ability to process an accelerated stream of visual information.
By presenting the images in formats that echo the ads themselves — lightboxes, screens, and illuminated prints — the work mirrors the material conditions of its subject. It invites viewers to reflect on how artificial light sustains the influence of major brands, shaping perception and embedding ideals deep in the collective mind — influencing how we live, what we like, and what we do, long after the lights have faded.
