MAURICIO CANDELA’S WORK SHORTLIST IN CANNESALSO

Introduction: celebrating visual creativity at cannes

Each year, the Cannes Lions International Festival of Creativity gathers the world’s top advertising and visual talents in one place: Cannes, France. While most know the festival for its famous awards and high-profile campaigns, there is also a parallel exhibition that celebrates the personal, artistic side of visual creativity—an initiative called CannesAlso.

In 2012, I was honored to have my work shortlisted for this remarkable exhibition. Selected from over 1,500 global submissions, my photograph was printed as part of The Big Book, a monumental installation that stood just outside the iconic Palais des Festivals during festival week.

What is CannesAlso?

CannesAlso is not your typical gallery show. Created as a way to showcase the personal work of creatives in the advertising world, the initiative gives photographers, designers, and art directors a chance to share images beyond commercial briefs—images that reflect their point of view, emotion, and artistic curiosity.

In collaboration with The Brand Union, Lambie-Nairn, Getty Images, and Clear Channel, the idea for The Big Book was born: an ambitious outdoor exhibition displaying 1,200 curated photographs from across the globe, presented in the form of an oversized, physical book.

The Big Book: a symbol of global creativity

The Big Book was more than just a collection of photographs—it was a physical marvel. Built to inspire and awe, it stood at 4 meters wide and 2.5 meters high. The scale was massive and intended to reflect the boldness and reach of global creativity.

Fast facts about the big book

• 1,500 submissions received from creatives in 35 countries

• 1,200 photographs selected for exhibition

• 11 standout photographs chosen by acclaimed photographer Rankin for prominent display

• The completed Big Book weighed 7.9 tonnes, including 2 tonnes of flooring and 14 metal frames at 300 kg each

• Construction materials included aluminium, fire-rated timber, MDF, structural steel, and carpet

• Transported via 17-tonne truck from London to Cannes

• 18 specialists worked on the build (designers, engineers, metal workers, fabricators, drivers, and more)

Rankin, who served as curator for The Big Book, praised the submissions, saying:

“The Big Book stands as a towering reminder of creativity and the power of images to evoke strong emotions and spark further creative outputs. I was impressed by the quality of the work and the diversity of subject matter.”

The inclusive beauty of photography

One of the defining messages behind the CannesAlso initiative was the inclusivity of visual expression. Rankin highlighted how photography is a medium accessible to all—regardless of profession, age, or background. That message resonated with me deeply.

Photography allows us to pause life, extract beauty from the ordinary, and share a moment or perspective with others in a way that words often cannot. To see my work included alongside pieces from so many talented individuals reaffirmed why I do what I do—not just as a commercial photographer, but as an artist.

My shortlisted work: storytelling through visuals

While most of my career has focused on lifestyle, sports, advertising, and portraits, personal projects remain a vital part of my creative process. They keep my eye sharp, challenge me to think differently, and remind me of the power of spontaneous storytelling.

The photograph shortlisted for CannesAlso captured a moment of subtle emotion—a quiet scene, rich in texture and story. I submitted it not because it was my most polished work, but because it was honest. It was a reflection of my belief that the strongest images often come from everyday life, not elaborate production.

Being selected for The Big Book gave this personal moment a much larger platform and reminded me of the importance of staying connected to creative exploration.

Global perspective, shared emotion

One of the most beautiful aspects of The Big Book exhibition was the way it connected people across borders. With images coming from 35 countries, the collection represented a broad spectrum of styles, themes, and voices.

Despite this diversity, the unifying thread was emotion—joy, tension, nostalgia, humor, humanity. It reminded all of us attending that great photography transcends language and industry, and that the creative world thrives on open expression.

The impact of being part of CannesAlso

Participating in CannesAlso not only gave visibility to my work among peers and industry leaders, but also reminded me of the value of creating beyond the brief. In advertising, we often get caught up in metrics and deliverables, but exhibitions like this are a call to remember the why behind our craft.

The Big Book stood outside the Palais des Festivals as a silent but powerful symbol—a celebration of the raw, unfiltered creativity that drives innovation in advertising, design, and media.

A lasting reminder

To this day, the experience of being featured in The Big Book remains a proud moment in my career. It validated the power of photography to connect people, provoke thought, and elevate emotion, even in the middle of one of the most commercial festivals in the world.

If you're a creative professional, I encourage you to carve out time for personal projects. Submit your work. Share your point of view. You never know where it might end up—or who it might move.