This one was all about the set up. I was there to capture the theme and the decor for Seen Presents, the production company behind The New York Times' Immersive Archive at Cannes Lions, a whole space built around the paper's 175 years. I wasn't there for the crowd, I was there for the build itself, the theme, the detailing, the world they'd put together. I love shooting something like this, where the job is to show the craft that goes into a room before anyone's even walked in.