Luis Casadevall
Bio
Luis Casadevall, born on August 1, 1950, in Seville—and later making Catalonia his home—is one of the most influential figures in Spanish advertising. He began his career in journalism, working for the Godó Group, but soon discovered a passion for advertising, starting out as a copywriter at the Barcelona-based agency Creative Shop. Later, upon joining MMLB, he played a pivotal role in shaping the agency's creative department, recommending the hiring of renowned creative director Ernesto Rilova. Together, they formed a formidable creative team alongside art directors such as Ramón Roda and Carlos Rolando, working on campaigns that helped establish Spain as an emerging powerhouse in international advertising.
Statement
Over the course of more than a decade, Luis Casadevall traversed Havana with his camera, documenting its daily life and quiet dignity.
From this monumental body of work comes "Aún nos queda el alma" (We Still Have Our Soul), published by La Fábrica in 2025 with a foreword by Leonardo Padura.
The project brings together a selection of 65,000 black-and-white photographs that offer an intimate, revealing testament to the reality of Cuba—far removed from
clichés and the tourist gaze. Edited by Chema Conesa, the book organizes this vast archive into a visual narrative of a city’s resilience, beauty, and scars. Each of Casadevall’s images serves as a visual chronicle of Cuba’s immortal soul.
2.5 x 4m / 98.4 x 157 in
