Bayit Bakfar campaign

A new visual concept for the Bayit Bakfar retirement homes. When approaching the new visual concept for the Bayit Bakfar retirement homes chain I 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.