Case · Desde sus ojos
A documentary and campaign built entirely from photographs the children themselves took, for Teletón, sponsored by Banamex.
Teletón is Mexico's largest annual telethon, broadcast nationally every December since 1997. It funds a network of CRIT centers — Centros de Rehabilitación Infantil Teletón — that provide free rehabilitation, therapy, and medical care to children with disabilities, cancer, and autism across the country. Backed by hundreds of media outlets and corporate sponsors, including Banamex from its first edition, it has grown into one of the largest children's rehabilitation systems in the world, having served well over 100,000 children since it began.
The photographs are good on their own terms before anything else — a flower low against wet pavement, sunlight breaking through a canopy, a portrait glimpsed through the arm of a pair of glasses clipped to a line. None of it reads as "taken by a child with a disability" before it reads as a genuinely considered photograph. That's the point of handing over the camera: talent doesn't check for permission first, and it comes from an 8-year-old and a 13-year-old just as easily as anywhere else.
The craft
Same layout, same call to action — the photograph and the credit line change with each child, so the campaign never speaks for them.
The concept is literal, not a metaphor: children living with different conditions were given cameras, and their own photographs became the campaign — a flower on a wet sidewalk, sunlight through branches, power lines at dusk, a close-up glimpsed through a pair of glasses. The credit line names the child, their age, and their condition on every piece, so the campaign never speaks for them.
It's the only case in the portfolio in the social-impact / nonprofit space, and the clearest example of a creative idea that works because of what it leaves out — no professional photographer, no stylized suffering, just what each child chose to point the camera at.