I stumbled upon an ad campaign for Novartis' Exelon Patch, which is a prescription medicine for the treatment of Alzheimer dementia. Tom Hussey, with his background in commercial advertising, photographed this award-winning series of eight images depicting an older person looking at their young self in the mirror.
These images were quite interesting to me because it brings a great sense of nostalgia. Before I read the blurb about the series, I just thought these images were the concept of these old people looking back on their younger days of accomplishment. Nostalgia is something that most people have experienced and is something that can really bring a sense of melancholy. These images were probably quite effective in its ad campaign due to their ability to evoke emotion. In addition, these images tell a story. Each tell a distinct story about the life of the old man/ woman in the picture. In some images the older 'self' looks happy and proud, in others, they look sad. In the first image on the website (pictured above), I especially like how the actions of the old man is reflected in the mirror; both his old self and the younger self are stirring something. The younger man is in his lab coat stirring a chemical solution while the old man is stirring passively his coffee. I sense a feeling of hopelessness from the old man, wishing he can be at this proud moment in his life.
The formal treatment of all his photographs add to the feeling of nostalgia through de-saturating the images to have this "old photo" brown tint.
See series here.
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