Reflecting on the development of the selfie photographic genre, Mike Mellia concludes that some people are a little too into themselves. His project entitled "Self-Absorbed" works with this theme by placing his own image into branded advertisements:
Each image in the collection Self-Absorbed contains a portrait of the author blended into the logo of a famous consumer good. When choosing what products to use in the experiment, Mellia looked for American advertising that was universally known but considered rather cliché at this point. He used mascots like the Marlboro Man to emphasize the intent behind the way brands are sold and how that relates to our own typical self-branding through social media.
"In a consumer-driven society of product-placement and constant contact through technology," Mellia says, "the self-absorbed Facebook generation and advertisers make the exact same self-branding decisions."