The Flipper

Integrated Campaign

Phones have a way of pulling us back in—even when we’re out with friends. It starts with a buzz. A ping. A light on the screen. You glance. You scroll. And just like that, you're elsewhere. Social moments turn into screen sessions. Not because we want to ignore the people we’re with, but because notifications tempt us into it. That’s how phubbing happens: not out of intention, but design. So we set out to break the cycle—with a flip.

Client

:

Heineken

Agency

:

LePub Amsterdam

Role

:

Junior Art Director

Year

:

2025

Context

Problem

Process

Iterations

Outcome

The Flipper

Integrated Campaign

Phones have a way of pulling us back in—even when we’re out with friends. It starts with a buzz. A ping. A light on the screen. You glance. You scroll. And just like that, you're elsewhere. Social moments turn into screen sessions. Not because we want to ignore the people we’re with, but because notifications tempt us into it. That’s how phubbing happens: not out of intention, but design. So we set out to break the cycle—with a flip.

Label

:

Text

Problem

Botanical photography often relies on color and familiar ideas of beauty, leaving the quieter structures of each specimen unnoticed. The challenge was to create an exhibition identity that could reveal these details without turning the work into either decorative imagery or purely scientific documentation. The visual language needed to feel precise yet organic, giving each flower enough space to be observed as a form, texture, and system of its own.

Problem

Botanical photography often relies on color and familiar ideas of beauty, leaving the quieter structures of each specimen unnoticed. The challenge was to create an exhibition identity that could reveal these details without turning the work into either decorative imagery or purely scientific documentation. The visual language needed to feel precise yet organic, giving each flower enough space to be observed as a form, texture, and system of its own.

Process

The project began with a close study of flowers, leaves, stems, and seed structures. Each specimen was photographed or scanned in monochrome, allowing shape, translucency, surface, and rhythm to become the primary visual elements. High contrast, controlled lighting, and restrained framing transformed the plants into near-abstract compositions. The resulting images were then arranged as a sequence, balancing intimate details with larger botanical portraits.

Process

The project began with a close study of flowers, leaves, stems, and seed structures. Each specimen was photographed or scanned in monochrome, allowing shape, translucency, surface, and rhythm to become the primary visual elements. High contrast, controlled lighting, and restrained framing transformed the plants into near-abstract compositions. The resulting images were then arranged as a sequence, balancing intimate details with larger botanical portraits.

Iterations

Different crops, exposures, and tonal treatments were tested to find the right balance between clarity and abstraction. Some versions emphasized scientific precision, while others pushed the images toward softer, more atmospheric forms. The final direction combined both qualities: delicate structures remain visible, but each image retains a sense of ambiguity. Variations in scale and orientation introduced rhythm while keeping the series visually consistent.

Iterations

Different crops, exposures, and tonal treatments were tested to find the right balance between clarity and abstraction. Some versions emphasized scientific precision, while others pushed the images toward softer, more atmospheric forms. The final direction combined both qualities: delicate structures remain visible, but each image retains a sense of ambiguity. Variations in scale and orientation introduced rhythm while keeping the series visually consistent.

Text

Text

Text

Text

Outcome

The result is a cohesive monochromatic image system designed for exhibition and editorial use. Seen together, the works invite slower observation and reveal botanical forms that are often overlooked at first glance. Lumen Flora reframes familiar specimens as unfamiliar landscapes—creating a quiet dialogue between natural science, photographic experimentation, and contemporary visual art.

Outcome

The result is a cohesive monochromatic image system designed for exhibition and editorial use. Seen together, the works invite slower observation and reveal botanical forms that are often overlooked at first glance. Lumen Flora reframes familiar specimens as unfamiliar landscapes—creating a quiet dialogue between natural science, photographic experimentation, and contemporary visual art.

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Have an idea in mind? Drop me a line!

contact.amarsalim@gmail.com