Direction I became the campaign, translating the witch trial pamphlets and occult grimoires of 17th-century England into social media. IM Fell English small caps echo the roman capitals of the period’s pamphlets. Each asset centers on a single illustration in the style of grimoire engravings (winged serpents, an eagle on skull antlers, a sea-goat, hallucinogenic botanicals), set inside an ornate engraved border and distressed like a surviving document. Photography gets the same treatment: speaker headshots and venue shots are turned grayscale, distressed, and set in ornate cartouche frames tinted with the gradient, like the engraved author portraits of a period frontispiece. The gradient pulls this history toward fever dream, the visual equivalent of belladonna, the nightshade of witches’ flying ointments, or angel’s trumpet. A turbulence effect animates every Instagram post and story, rippling the type and illustrations as if seen through heat haze.

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Copy speaks in the voice of a coven’s summons: “Seeking Presenters: Bring thy work before the type coven.” “Hear Ye, Early Birds: Come forth & pay a lesser sum.” “You Have Been Summoned: For a night of typographic ritual.” Every headline summons rather than sells.

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The month followed a narrative arc: a save the date and venue reveal, early bird pricing and a call for presenters, general admission and speaker spotlights, the Meadow partnership, then an hour-by-hour countdown, a two-for-one offer, and a costume contest to close out sales.