La Casa de Carlota was born from an uncomfortable question within the advertising world: why does diversity never include those who were born different? After years of working as a creative director, José María realized that teams were diverse in gender or culture, but not in cognitive conditions. And, above all, that this gap was a loss of talent.
This is how the idea of incorporating designers with Down syndrome, autism, or other intellectual disabilities into the studio emerged, not as a social gesture, but as a real source of creativity. “The team is more creative and richer when you bring in more different brains,” says Batalla.
For him, the initial challenge was primarily cultural: many saw disability as something cute or therapeutic, not as a creative value. But by working with brands like Nestlé, Bimbo, Nike, L’Oréal, or Acciona, that perception changed radically.
