Bill Moore is what you might call a televangelist for big dicks.

At AdvancedYou, an anti-aging aesthetic clinic specializing in “biohacking and wellness treatments” that he runs out of a Dallas strip mall, Moore offers men a unique form of personal salvation through PhalloFill. It’s a penis enlargement procedure that, while not able to add inches in length, involves injecting hydrocyanic acid dermal filler for increased girth.

In Daniel Lombroso’s new documentary Manhood, in theaters this week, the director tracks this desperate quest for sexual adequacy among men who find themselves struggling with self-worth and the crisis of modern masculinity.

As headlines about the male loneliness epidemic were making the rounds a few years ago, which Lombroso felt were “sort of thin and maybe navel-gazy,” he decided he wanted to tell a more “propulsive story” about what was going on with men in America. Around that time, he also started hearing more about penile enhancement and began talking to some of the practitioners offering it as well as the men getting it, including Moore, who invited him to Texas.

Moore fancies himself something of a cosmetic revolutionary. He was among the first wellness professionals in Dallas to use platelet-rich-plasma for hair replacement. In Manhood, his goals remain unwavering: to make his patented penis enlargement technique as commonplace as Botox.

You could say Lombroso, a former editorial producer for The Atlantic and The New Yorker, has a metaphorical hard-on for subcultural deep dives. His first documentary, White Noise , followed white-nationalist groups for three years from Donald Trump’s 2016 win until the end of his first term.

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