Title: 'Red' from the 'Seconds' Campaign

Location: Buenos Aires

"This is one of three images from the Alma Alzheimer campaign called 'Seconds.' We shot this beautiful campaign with Republica Havas, with production by La Perla.

The concept was to portray the struggle of people dealing with Alzheimer’s, bringing awareness to the fact that they have only a few seconds of knowing where they are before they become disoriented again.

We wanted this to feel authentic, so we thoroughly scouted locations throughout the city, looking for spots where sunlight would gently hit while the surroundings remained in shadow. We had only a few minutes to capture each image in these precise conditions.

It was a really challenging project because we wanted to achieve the exact mood with natural light and use almost no post-production.

I want to extend my deepest thanks to the team that worked on this beautiful campaign: Republica Havas Miami, CCO Tony Waissman, Creative Director Martin Stuart, production company La Perla Buenos Aires, and their fantastic team. And special thanks to Alma Alzheimer for trusting all of us."