Techo

Techo is an NGO that builds homes for families living in extreme poverty across Latin America. The brief was to create a social campaign that raised awareness without feeling distant or generic, something that hit close.

The concept lives entirely in the Spanish language: "Para que sus sueños no tengan techo, ellos necesitan uno." The word techo means both "ceiling" and "roof", so the phrase reads simultaneously as "so their dreams have no ceiling, they need one." A double meaning that turns the name of the organization into the idea itself.

Each piece introduces a real child by name, their age, and the dream they carry, a pilot, a vet, an artist, an architect. The photography does the rest: raw, honest, and human.

On this project I led the creative direction as a freelance, responsible for the concept, the visual system, and the art direction of the campaign pieces.