Martek Biosciences, the makers of Life's DHA, partnered with the National Center for Creative Aging to launch a traveling exhibit and PR campaign "Beautiful Minds: Finding Your Lifelong Potential." This campaign honored 10 baby boomers who keep their minds beautiful and raised awareness around actions people can take to maintain better brain health. To kick-off the campaign, a luncheon was held at the New Museum in New York city where health experts Dr. Oz, Dr. Roizen, Dr. Fotuhi and Elizabeth Somer were speakers. Initially the client had only planned to do this campaign once. However, because it was so successful, they chose to do this for two more consecutive years.

Photographer: Sara Rubinstein