The Shooting

LA UNION NEWSPAPER · 2025

Social Cause & Activism

7 awards: Cannes · El Ojo de Iberoamérica · London International Awards · ANDY Awards · +3 more

The Shooting

AI Overview

The Shooting is a cinematic short film and outdoor photography campaign that transforms the double meaning of shooting—photography and gunfire—into a visceral metaphor for the life-threatening reality of Mexican journalism. Released with zero paid media on International Day for the Right to the Truth, it generated 10.6 million impressions and reignited national conversation about press freedom by turning statistical silence into unavoidable emotional confrontation.

Strategic insight

People scroll past headlines about murdered journalists because abstraction numbs. Cinematic storytelling that makes viewers feel the human cost—not learn it—breaks through apathy and spreads organically because discomfort compels sharing.

Craft Notes

Handheld camera work, deliberate cutting, careful silence, and restrained direction build relentless tension without theatricality. Every frame and edit choice serves emotional weight rather than spectacle, making the narrative feel like witness testimony rather than scripted drama.

Earned Reach

Zero paid media spend generated 10.6 million impressions in two weeks through organic sharing and earned press. Over 60 media outlets covered the launch. On social media, passersby, journalists, and citizens amplified the work with messages of solidarity and renewed awareness.

More from LA UNION NEWSPAPER

See all from LA UNION NEWSPAPER →
Free forever

Start free. 5 campaigns a week.

Create your account — no credit card required.

Get started
We use cookies to improve your experience. Privacy