Born in Porto in 1876, Raul de Caldevilla left an indelible imprint on Portuguese cinema. A vice consul, commercial agent, journalist and writer, he took a special interest in the field of advertising, and is today considered the creator of the advertising film in Portugal — a genre he explored with his production company Caldevilla Film. In this documental exhibition, created in dialogue with the Advertising and Cinema: from Caldevilla to Cinema Novo programme, curators Eduardo Cintra Torres, Hugo Barreira and Pedro Leitão gather newspapers, magazines, reports, correspondence and advertising that allow us to access, however fragmentarily, Caldevilla’s ideas and methods. Through memories and testimonies on paper, the exhibition proposes a new look at the history of Caldevilla Film, contextualising and broadening the understanding of its film production.