Deeply rooted in Argentina’s history, the gaucho culture is known worldwide as one of the most iconic of South America. For most people, it’s synonym with wilderness, horses and free spirit — and it’s mostly perceived as a male-dominated culture. However, this is common misconception as Argentina’s most celebrated community is actually led by women.

Gaucha, the short film written and directed by Marco Vernaschi for Apple’s global campaign #ShotOnIphone, was produced with the idea to address that misbelief. The film tells the story of Julia Lamas, a self-empowered matriarch from the Quebrada of Humahuaca. Mother of five and a gaucha since she was born, Julia’s life unfolds in the heart of the Altiplano, in a little town called Huacalera, where she manages her cattle and crops, along with her husband Rufino, and their family.

Besides her work in the fields, Julia also runs the town’s only ballroom, with the mission to keep her cultural heritage alive. Her societal role is pivotal; she is acknowledged by her community as a natural-born leader, inspiring hundreds of women with her gentle guidance. The production of the film was a vibrant, joyful experience, and extended beyond Julia and her family to the entire gaucho community of the Quebrada de Humahuaca.

“I was honored to be offerer this opportunity, and very lucky to share it with a tremendously talented team” said Vernaschi. “When Apple came to me first, the idea was to shoot a film about gauchos, in Patagonia. I was allowed total creative freedom, so I was very glad when they agreed to reframe the narrative and eventually focus the story on a gaucho woman.”  Finally, the production took place in the province of Jujuy, the very heart of Argentina’s Altiplano, where the gaucho culture was originally born.