Dallas, Texas-based commercial photographer Tom Hussey has created a thought-provoking ad campaign for Novartis’ Exelon Patch, which is a prescriptive medicine for the treatment of mild to moderate Alzheimer’s dementia.

In his poignant photo series, Hussey depicts old people who see reflections of their younger selves in mirrors in order to reflect the confusion that plagues Alzheimer’s patients on a daily basis.

These award-winning pictures poetically illustrate the receding memories of people who suffer from dementia, who often start losing their newer memories first and are left with older ones of their youth.”