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The elderly have dedicated their entire lives to accumulating valuable memories. This is reflected in the experience marks that form on their faces over time, serving as a symbol of wisdom.

Unfortunately, many of these grandparents have been physically and emotionally abused, which is why June 15th commemorates World Elder Abuse Awareness Day. As a brand, we want to deliver a clear message: we want to emphasize that the only marks that should be in the life of an older adult are the wrinkles from all the good they have experienced, not from the mistreatment they may have endured.

This initiative aims to raise awareness using photographs of our grandparents reinterpreted through AI from MindJourney. A series of portraits that demonstrate how each line of expression is a source of pride for everything they have lived through, and it is a line that marks the path they still have ahead.