The idea of launching the initiative Ojodepez arose after Frank Kalero had noticed that his documentary work had generally less opportunities to be published than his other artistic and/or advertising endeavours. The first project of Ojodepez, a non-profit association devoted to promote documentary imagery in all shapes and forms, was to create a magazine that provided a platform for articles, which had fallen subject to what he calls “informative kidnapping”. Hence, Kalero teamed up with Pepe Baeza, probably the Spanish graphic editor who is most committed to photojournalism.

The main intention of Ojodepez could be summed up in one sentence: to make photography reach where television does not. In order to achieve this, it is essential to avoid stereotypes, search for new topics, recover those that were forgotten too soon, promote the job of photographers who remain loyal to their principles, and boost new gifted people by providing them a clear visual referent within the international editorial scene. Another objective is to address a wide and varied audience with different perspectives than those of the mainstream media. Unquestionably, this can only be attained by offering a quality product at an affordable price. Indeed, many of the best essays are to be found exclusively in specialised – and often too expensive – publications.