The display typeface with the unusual contrast – sometimes horizontal, sometimes vertical, but always high – is Oring Title. To quote from a previous post:
This phototypeface is an adaptation of an unnamed alphabet (caps plus numerals) shown by Paul Carlyle and Guy Oring in their Letters and Lettering from 1938. Idon’t know who turned the piece of lettering into a typeface, and how it was originally named. It was used already in 1969. In 1999, Dan X. Solo showed it in his book Moderne Alphabets under the name Oring Title.