Apparently 50 is the new 30. Who knew? I’ll tell you who, Cenegenics.

Based in North and South Carolina, Cenegenics is an age management medical institute that helps both male and female patients manage the aging process through personalized plans incorporating fitness, diet, supplementation, and hormone optimization. And one look at the before and after photographs of their clients will make you a believer.

When I first saw the comps to this campaign, I immediately knew I wanted to be involved. I loved the concept, and was confident we could create something special. And that we did, winning Best Of Show at this years Addy Awards. Of course shooting this did have its challenges: like waking up to 28 degree weather and large swells the morning we shot the swimmer. I’m pretty sure I recall some expletives being thrown around when my gear came within inches of being completely submerged.

On a side note, I’d like to congratulate all of my great clients who were recognized for their efforts with Addy wins.

Peace.