LUIS CASADEVALL
Luis Casadevall founded his first advertising agency at the age of 27, together with his partner Salvador Pedreño. Together, and surrounded by an extraordinary team of professionals, they contributed to the international prestige of Spanish advertising creativity. In 1992, their firm was named International Agency of the Year in the United States and won the coveted Grand Prix at the Cannes Festival.
During those years, their work was recognized with more than fifty Lions at Cannes, along with numerous national and international awards. In 2007, both were honored with the CdeC Lifetime Achievement Award, and in 2013, Casadevall was named an Honorary Member of the Spanish Advertising Academy.
For him, creativity was always more than a profession—it was a different way of seeing. Over time, that way of seeing found a new path of expression in photography.
With his inseparable Leica, he embarked on a journey that took him through cities such as New York, Tokyo, Mexico City, Miami, Naples, Palermo, Istanbul, Cairo, and many others. Yet it was a fleeting trip to Havana that sparked a deeper bond with the Cuban capital.
He returned again and again over twelve years, not as a tourist, but as someone who needed to understand the heartbeat of that city, its resilience, and its beauty. Through more than 65,000 photographs, he sought to capture the invisible: the essence of a wounded yet dignified people.
The Soul Still Remains is the fruit of that profound, moving, and luminous journey. As the renowned writer Leonardo Padura, who penned the foreword to this book, explains: “If the soul of Cuba endures, it is because it is immortal.”
Ultimately, this book is Luis Casadevall’s tribute to that soul, which remains very much alive.
Luis Casadevall founded his first advertising agency at the age of 27, together with his partner Salvador Pedreño. Together, and surrounded by an extraordinary team of professionals, they contributed to the international prestige of Spanish advertising creativity. In 1992, their firm was named International Agency of the Year in the United States and won the coveted Grand Prix at the Cannes Festival.
During those years, their work was recognized with more than fifty Lions at Cannes, along with numerous national and international awards. In 2007, both were honored with the CdeC Lifetime Achievement Award, and in 2013, Casadevall was named an Honorary Member of the Spanish Advertising Academy.
For him, creativity was always more than a profession—it was a different way of seeing. Over time, that way of seeing found a new path of expression in photography.
With his inseparable Leica, he embarked on a journey that took him through cities such as New York, Tokyo, Mexico City, Miami, Naples, Palermo, Istanbul, Cairo, and many others. Yet it was a fleeting trip to Havana that sparked a deeper bond with the Cuban capital.
He returned again and again over twelve years, not as a tourist, but as someone who needed to understand the heartbeat of that city, its resilience, and its beauty. Through more than 65,000 photographs, he sought to capture the invisible: the essence of a wounded yet dignified people.
The Soul Still Remains is the fruit of that profound, moving, and luminous journey. As the renowned writer Leonardo Padura, who penned the foreword to this book, explains: “If the soul of Cuba endures, it is because it is immortal.”
Ultimately, this book is Luis Casadevall’s tribute to that soul, which remains very much alive.