This image is one of my favorites. It’s from a series of installations by Tim Etchells.
This photograph is immediately arresting. Etchell writes, to borrow a term, truisms, and photographs them in everyday situations to provide a bizarre narrative or context. This text, “You Will Live Forever” is searing, not only in its crimson neon light that seems to burn itself into the observer’s eyes, but also in the immediate introspection that it creates. It’s etched into the back of this store display and glows with a broiling heat as if someone had taken a ladle of magma and flicked it up on to a wall. The heat that this display creates seems to warm the two figures, mirroring the warm words of comfort that one appears to be offering the other.