Proteatr, a centre attached to rehabilitation of the disabled through creativity, wanted the works by their pupils to be perceived as pieces of art.We needed to develop the concept of a photographic exhibition that would convince the public that works by the disabled are pieces of art. We also had to create an appropriate communication campaign.To illustrate the beautiful simplicity of the photographic works by the disabled, we created a PR event where we compared them to natural things like sand, twigs or leaves. For the posters, real twigs, leaves etc were used. We coined the word PROTOGRAPHY to enhance the pristine quality of such photographs.A survey conducted by Proteatr showed that 65% of the visitors came to the exhibition because of our campaign. For 72% of the visitors who left their comments in the book, the Protographs they saw were works of art.

We coined the word PROTOGRAPHY to enhance the pristine quality of such photographs. We used posters with real twigs, leaves, stones etc, saying: a PROTOGRAPH is like these simple objects because it’s free of the sophistication or artificiality most people associate with art.We did not alter the pictures in any way. We’ve just blown them up to make them look like a manifesto of spontaneity and sincerity.

A survey conducted by Proteatr showed that 65% of the visitors came to the exhibition because of our campaign.For 72% of the visitors who left their comments in the book, the Protographs they saw were works of art.