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The Elliott Erwitt Fellowship was developed after a brief by Pernod Ricard, who wanted to do something with documentary photography for their Cuban rum brand Havana Club. Roderick created a concept with a parallel to the rum tradition of the brand with a rum master and apprentices, which resulted in legendary photographer Elliott Erwitt providing a photographic master sample, including his iconic Cuba work from 1964 and new work, and the opportunity for a young photographer with a fresh perspective on documentary photography  to make a new body of work in Cuba through their own eyes. These newly created series were exhibited every year at PhotoEspana in Madrid and at Paris Photo in Paris.

- “...loin des clichés” Le Figaro

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