JournalPhoto essay

Why the Moon? Upsides of looking up.

We've long been fascinated by the skies, driven by pragmatism and profundity in equal measure. But with tech removing the need to pay so much attention, are we losing connection with the cosmos?

Full Moon rising over Brisbane in the last violet-blue light
Moonrise over Brisbane, 26 May 2021. Photograph: Oliver Hildebrand.

Photo essay / 01

The human animal isn’t alone in watching the sky.

Pronghorn antelope doe
Whatchu lookin’ at?
By Yathin S Krishnappa – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=24551363

On the prairies of North America, pronghorn antelopes scan the horizon and space above with large, wide-set eyes. Whether or not they enjoy stargazing on a cold night in Wyoming is open for debate. But a coyote twitching on the horizon or a golden eagle circling overhead probably catches their attention more than Venus rising.

Harbour seals can orient themselves by the stars, while newly hatched sea turtles find the ocean by moving towards the brighter, open horizon. African dung beetles can keep things rolling in a straight line by orienting themselves to the Milky Way. You can’t polish a ball of turds, but you can roll it under a glittering sky…

As our ape ancestors started dragging themselves off their knuckles and onto two feet, perspectives changed. So did our anatomy. A more upright spine and a head that balanced above it brought a higher vantage point, useful for spotting distant threats and surveying the landscape.

But, at the risk of indulging in human exceptionalism, our interest in what lay above eventually went beyond practical concerns. The sky became a subject of art, a home for gods and a setting for stories about how the world began.

For millennia, the sun marked out the day and the moon’s phases gave us a monthly rhythm. The stars offered bearings after dark, while their seasonal appearances helped people recognise when to travel, gather food or hold ceremonies. Observation and storytelling often went together. In ancient Egypt, the sun god Ra crossed the sky by day and travelled through the underworld each night.

Closer to home, the Yolŋu people of north-east Arnhem Land described the moon filling with seawater as it rose through the horizon, then emptying again. The full moon’s store of water explained the higher tides; as it waned towards a half moon, the water drained away and the tides weakened.

A full moon rising over the Pacific Ocean.

We wove these observations into our stories and religion, driven by pragmatism and a profound sense of wonder. Today, most of us can get by with only the most basic understanding of the heavens.

We’ve outsourced navigation to our phones, leaving the orbital mechanics to the people who design the satellites. Calendars and timekeeping are digital too. Tracking the tides? There’s an app for that.

Occasionally, Google Maps still tells me to “head south on such-and-such Road.” If I’m following the voice rather than watching the screen, a glance at the sun can help me get my bearings. Mostly, though, I can go about my day without looking up.

Except I’d be missing out on the show.

Sunset reflected in the sea beside the white cliffs of Scala dei Turchi, Sicily
Sunset at Scala dei Turchi, Sicily. HDR photograph by Oliver Hildebrand.

Observation / 02

The moon also rises…

Many of us have a fond memory of a beautiful sunset. Maybe observed with friends on a beach holiday. Maybe a nice surprise on a walk to your bus of an evening.

Sunrises can be worth getting out of bed for too.

The thing about sunrises and sunsets is that knowing when they’ll happen tells you very little about the show. Clouds, haze and the gaps that let sunlight through can make the difference between a spectacular sky and an unremarkable end to the day. Sometimes the colour arrives unexpectedly; sometimes a promising sky quietly fizzles out.

MOONRISE OVER BRISBANE

Moonrise over the city

Filmed and edited by Oliver Hildebrand

The full Moon rising through steel lattice work on a rail bridge, with trains passing by in the foreground.

That’s why I like the moon. Heavy clouds notwithstanding, a full moon rising is a reliably stunning sight, wherever you are.

You’ve probably seen a few yourself. Been shocked by one, even: a large, glowing orb poking above the horizon around sunset. Like a smaller sun, but with more discernible detail.

Reflection / 03

名月や池をめぐりて夜もすがら

harvest moon—
I circle the pond
all night

— Matsuo Bashō
Translated by David Lanoue

If you want to catch the next full moon rise, look up the time for your location, or use an astronomy app like Sun Surveyor. Around full moon, it rises close to sunset. Check the bearing too — usually listed as an azimuth in degrees — and use a compass to work out where that falls on your horizon.

Find somewhere with a clear view in that direction and arrive a little early. Buildings, hills and clouds may keep the moon hidden beyond the listed rise time. But be patient and you’ll see her ascend. The same moon we’ve watched since humans started looking up.

Detailed photograph of the full Moon
Notes

A full Moon rises around sunset because it sits roughly opposite the Sun from our viewpoint on Earth. Its exact rising time and point shift with the season and the Moon’s orbit. Near the horizon, moonlight passes through more atmosphere, which filters the light warmer; the apparent huge size is largely the familiar Moon illusion. Further reading: NASA on Moon phases and NASA’s Moon questions.

Stay a little longer.

Let’s make something useful.

Tell me a little about what you have in mind.

Entain / Creative spotlight

“2 Hundy” TV campaign

Seven-frame storyboard for the 2 Hundy campaign.

30-second TVC featuring betcha brand ambassadors Carlos Ulberg and Navajo Stirling, promoting the 200% Deposit Match offer.

Brief

A late regulatory change and a narrow filming window with two rising Kiwi UFC contenders called for a bold campaign concept—one that showcased challenger brand betcha’s combat credentials while making its 200% deposit match offer impossible to miss. But with less than a week to lock down the concept before cameras rolled, every creative decision had to land.

Approach

Rather than another interview-style ambassador piece, I pitched several concepts ranging from safe to ambitious. The chosen combo of vernacular (“hundy”) and a playful one-upmanship dynamic proved both memorable and production-friendly.

Outcome

The campaign was well received in independent testing, clearly communicating the offer. The 2 Hundy platform continued into betcha’s Auckland FC campaign.

Bambrick / Selected client work

Search intent. Visible results.

Azapak, Niecon Developments and Australian Turf Group content and search evidence.

Azapak · Informational authority

Evergreen guides targeting high-volume informational searches, with sustained visibility across organic and AI-assisted results.

Niecon Developments · Research-led content

Research-led content for top-of-funnel search topics, with first-page visibility and relevant AI-assisted citations.

Australian Turf Group · Commercial discovery

Commercial product copy targeting high-intent local searches, with visibility across transactional organic and AI-assisted results.

Selected client work produced in 2025. Search visibility captured in 2026; these are historical snapshots.

LINK Creative / Selected client work

Selected LINK brand strategy, bespoke websites and custom collateral.

Brand strategy

Workshops and audience and competitor research informed positioning, purpose and messaging. Brand strategies provided direction for visual identity, tone of voice and communications.

Bespoke websites

Copy, sitemaps and wireframes shaped content and user journeys, developed in collaboration with clients, designers and other stakeholders.

Custom collateral

Multi-channel writing carried the strategy into advertising, email, presentations and print collateral, with projects coordinated from brief to delivery.