Whether channeled through fibre optic cables or emanating from glowing displays, light powers contemporary information systems and sustains the spectacle of advertising around the clock. After sunset, whoever controls artificial light controls the visual field—and, with it, what we see and believe.
In Ethereal Glow, I photograph illuminated billboards using a large-format camera, capturing their luminous surfaces in sharp detail while situating them within their urban contexts. The series traces the evolution of advertising technologies, from static printed posters to fleeting digital screens. By presenting the images in formats that echo the advertisements themselves, the work questions how this technological shift is reshaping public space and testing our ability to process an accelerated stream of visual information.
The series as a whole — lightboxes, screens, and illuminated prints — invites viewers to reflect on how artificial light sustains the power of major brands, shaping perception and embedding ideals within the collective imagination, quietly influencing how we live, what we desire, and what we do, long after the lights have faded.
