In his new book Reds. Aaron McElroy takes a closer look at a color frequently associated with extreme emotions like love, sex, passion, anger, and death. McElroy’s “Reds” explores themes in these realms with images that are at times visceral and relatable, indulgent, abstract, intimate and sexy. A reference to the American cigarette brand "Marlboro Reds",hints a subtle but stubborn tone of Americana through the book. Beyond the themes from the tones of red, McElroy’s “Reds” mixes diaristic and staged photos in order to combine images of personal encounters that are freely associated with reality, memories, fiction, and sexuality, culminating into a non-linear narrative that allows the viewer to use their own imagination and create their own meaning about an image and the color.