Some projects are more than just a creative assignment—they're a chance to connect more deeply with a place, its people, and one’s artistic instincts. Photographer Andy Anderson traveled to Cuba for what began as a fashion project, but quickly evolved into something more complex and intimate. With the streets of Havana as his backdrop and an all-local team leading the way, Andy let the textures of the city, the energy of the people, and the real-time spontaneity shape every frame. The result is a Gold-winning photographic campaign that blurs the line between editorial style and documentary truth.

By: Andy Anderson, Photographer, Andy Anderson Photography

THE PROJECT

I traveled to Cuba for a fashion-centric photo shoot, but my goal wasn’t just to highlight clothing—it was to tell a deeper story. I’ve always been drawn to places with texture, history, and soul, and Cuba had all of that in abundance. I didn’t want to create images that felt overly polished or removed from reality. I wanted to photograph fashion in a way that felt authentic—woven into the everyday life of the streets, the architecture, and, most importantly, the people. The aim was to find the intersection between style and storytelling and to let the place breathe through the imagery.

THE PROCESS

My approach to this shoot was rooted in simplicity, instinct, and trust—in both the process and the people around me. I worked with an all-Cuban crew: from the producer to the stylist to everyone in front of the lens, the team was entirely local. That was a deliberate choice. I didn’t want to bring in an outside lens to interpret the culture—I wanted the project to be shaped by those who live it every day. Their creativity, knowledge, and presence gave the work an authenticity that couldn’t have been created any other way.

I kept my equipment minimal. No lights, no big rigs—just what I needed to move freely and stay present. We didn’t have a massive production footprint, and that allowed us to blend into the city and respond organically to whatever unfolded around us. The images weren’t pre-planned or overly constructed; they came out of real moments—a shift in light, a gesture, a glance.

Working with Cuban talent added another layer of honesty to the shoot. The models were confident and grounded and brought their own spirit to the styling and scenes. We placed them in real environments—weathered buildings, narrow alleys, front stoops—spaces that held their own history and character. The fashion felt naturally embedded within the context, not layered on top of it.

Finding the balance between fashion and documentary storytelling meant letting go of control, staying open to imperfection, and trusting the energy of the space and people. It was about capturing something stylish, yes—but also something true. And with the help of an incredibly talented local team, we did just that.

THE IMPACT

The images we created walk the line between editorial and honest visual storytelling. They feel cinematic but grounded, quiet, intimate, and textured. For me, this project reaffirmed something I’ve always believed: fashion doesn’t have to be loud to be powerful, and it doesn’t need to be separated from the real world to be compelling. It can—and should—coexist with it.

THE CREATIVE JOURNEY

What I loved most about this shoot was how pure it felt. No big production footprint, no overthinking—just a camera, some incredible people, and the energy of a place that gave more than I could’ve asked for. It pushed me creatively to slow down, to observe more than orchestrate, and to let the imperfections lead.

The openness of the Cuban people surprised me—their warmth, humor, and generosity were constant, even in the face of challenge. Their presence added weight to the images and reminded me why I love doing this work.

What I’m most proud of is the honesty in the photographs. They don’t try too hard. They whisper. They’re about atmosphere, feeling, and story—the things I’m drawn to more and more in my work. This project evolved my creative voice in a way that feels deeply personal. It reminded me that sometimes, the best thing you can do is show up with curiosity, stay present, and let the story reveal itself.

Andy Anderson is an acclaimed photographer known for his authentic, narrative-driven style across advertising, editorial, and fine art. A former US Air Force firefighter, he has shot campaigns for top global brands such as Nike, YETI, Emirates Airlines, and the US Army, and has contributed to leading publications including Outside, Garden & Gun, and Condé Nast Traveler. His work has earned numerous awards and is part of the permanent collection at the Forbes Gallery. Andy’s passion for storytelling, adventure, and the outdoors fuels his distinctive visual voice, making him a sought-after creative force in both commercial and editorial photography.

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