After the 2017 earthquake in Mexico, the hardest moment came after the first wave of solidarity. Public attention had moved on, but many families still needed help. At that stage, asking for more money in the usual way risked fatigue. So we created a new reason to give.

With the affected families’ permission and the involvement of artists, we transformed rubble into 361 original pieces. What had once been destruction became something people could bid on, collect, and rally around. The project extended the life of the cause beyond the news cycle, turned memory into action, and generated a new wave of fundraising for the Mexican Red Cross when visibility had fallen but help was still needed.