Poster Campaign – “Before – After”

How they were and what they have become…

People who, for various reasons, have left their country of birth and now live in another country are migrants. The fate of a migrant can be described in two words: “BEFORE-AFTER.”

The advertising industry has significantly changed our lives. This sector not only shapes our social behavior but also influences our societal relationships and defines our goals.

Eight different individuals are photographed twice. All of them are migrants who have since acquired Austrian citizenship. The first photo shows them holding the passport of their country of origin, the second shows them with an Austrian passport. The photos are identical in style, with the only difference being the passport they hold in their hands.

These photos are turned into posters displayed throughout Vienna, in public spaces as well as in local establishments.

This type of advertisement or announcement—I first saw them in poorly printed tabloid newspapers. A bald man, photographed from above, his head shaped like a lightbulb, extra shiny, with the word “BEFORE” in large font above. Next to it, presumably the same person in another photo: a smiling, happy face with brilliantly glossy hair. Above it, a single word: “AFTER.” Below the two photos, the cause of the miracle is revealed—the name of the product, accompanied by text and graphics.

Such advertisements have always fascinated me; they share a strong commonality: whether they promote a diet program or display cellulite-covered legs, or show a broken nose transformed into a Hollywood nose; a bulging belly disappears instantly, leaving the person swimming in their pants. Dirty laundry becomes sparkling white again through some magical method…

All the wonders mentioned above, and many more, are encapsulated in just two words:

“BEFORE-AFTER.”

Of course, these are positive examples, but there are also terribly negative ones: Hiroshima before and after the atomic bomb. War and destruction reverse the magical method, and the amplified effect is now possible with “BEFORE” and “AFTER.”

The poster exhibition series “BEFORE-AFTER” highlights the tragicomic state of bureaucratic categorization of people today. At the same time, it serves as an ironic commentary on people and their fate: it’s not enough that they carry a face on their body—they must also carry papers with face photos, so-called passport photos.

When the difference from the previous state is sealed merely by changing a piece of paper, fundamentally altering the life of the person involved, one must pause and reflect a thousand times.

What is more valuable? Stamped, signed papers with passport photos, or a person who has carried their own face since birth?