I ALWAYS WANTED TO... portraits of the aspirations or forgotten whishes that people have and never make. It's a try to change the concept of advertising putting people or TARGET as the main character of the advertising campaign. All photos are from real people, not models, who made their dream real one day thanks to this project, making people happy makes life a little better and when they are happy, then they will "consume" if they want as it's own desicion. Final work of a Master in Advertising Photography & Image Retouch, IDEP Barcelona.