Photographer James Day was commissioned by Havas Lynx for their latest Pharma ad campaign. The campaign called for middle aged people getting aged by 20 years. All aging effects were done in camera with the help of movie make-up artist Melanie Lenihan, who has worked on the Avengers movies amongst many others. Special thanks to CD John Mcpartland and ECD Tom Richards.

The images have also just won an honorable mention at the International Photography Awards (IPA) awards – congratulations James!