(WORK IN PROGRESS)

Arise and Shine is an experimental campaign that blurs the line between image-making and graphic design, turning language into a physical, photographed event. Inspired by Stefan Sagmeister’s metamorphic lettering, each image contains a single word formed in-camera, not added in post-production, constructed and captured in real space. The full phrase unfolds across the series: “Arise and shine, for your light has come.”

As a marketing campaign, Arise and Shine is designed to command attention at scale. The bold, physical presence of the words translates seamlessly into large-format advertisement, where the viewer is drawn in by it’s experimental qualities. The photographs can be broken up into 8 parts, displayed in sequence as typographic billboards.

Beyond billboards, the project lends itself to merchandise and brand extensions. Each word functions as a standalone visual asset, adaptable to prints, apparel, and packaging, transforming promotional materials into objects people want to keep rather than discard. The tactile origins of the typography allows for the text to be extracted and formed into a collage-style phrase.