When approaching the new visual concept for the Bait Bakfar retirement homes chain we decided to connect to the idea that the important things in life are AGELESS. 14 residents of the various homes took part in a fashion shoot with renowned photographer Pini Siluk, with each photograph highlighting a different aspect of life that is, in essence, ageless and a part of their individual spirit, whether they are 25 or 75. The result is a stunning collection of photographs that present a brand new approach to the portrayal of the elderly in advertisement.