Seen at Golden Door

In a world chasing the next big tech trend, the stories that move us most are the ones that are real. This work is about what happens when you are truly seen — and when you begin to see yourself differently.

Golden Door, the iconic wellness retreat, has always led the cultural conversation not by chasing fads, but by staying true to the practices that have supported wellness and longevity for over 70 years. In this campaign their guests, ages 30 to 92, pull back the curtain on what brings them back again and again.

Sometimes the smartest strategy is to let people tell their own truth.

Stripped of color. full of soul.

Black and white portraiture strips away the noise to bring a subject’s eyes, those windows to the soul, into focus. We knew just the award-winning documentary filmmaking team to convey that timeless authenticity that feels intimate, raw, and profoundly human.

Sure, we could have focused on the beautiful natural setting, the elegant zen accommodations, and the robust fitness and spa program, but what sets Golden Door apart from all others is the bold statement that it’s all just the backdrop to what really matters. Just ask their many guests who return 40, 50, 100 times or more.

Open magazine pages on a white surface, featuring black-and-white photos and testimonials from diverse individuals with the Golden Door logo and tagline.
  • Black and white photo of two women, Serena and Mia, with rocky background. Serena has closed eyes and dark hair, mia has curly hair and is looking at the camera.
  • Black and white portrait of Diane, age 92, smiling outdoors with a soft focus background. She has wavy white hair, wears a scarf, and appears content.
  • Black and white photo of a woman with long hair and tattoos on her arms, raising her hands above her head with fingers crossed, standing in front of bamboo trees.
  • Black and white photo of a man with gray hair, wearing a white shirt, standing outdoors with Buddhist stone lanterns and trees in the background. The man has his hands together in a prayer gesture and looks contemplative.
  • A black and white photo of a smiling woman and man outdoors, close to each other. The woman has dark hair and the man is bald. They are laughing and touching each other's chest. A small caption indicates they are in their 50s and 50s. To the right, there are quotes about their relationship and growth, and a logo for Golden Door with a tagline 'The Iconic Retreat'.
  • Black and white photo of Michele, age 57, sitting on a swing hanging from tree branches in a serene outdoor setting, smiling joyfully. Text on the image describes her story and the Golden Door retreat.

13 creative campaigns to know about today.

Golden Door.

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