The plane reportedly tried to take off in heavy rain before being forced to make an emergency landing.
Ramin Parsa, 32, who was shooting the video, drops his cell phone about 40 seconds into the clip as all hell breaks loose after the Tuesday crash.
An unidentified woman said she and her son managed to get out from a hole in the plane's fuselage.
"The pilot had to execute a manoeuvre correctly and then we hit the storm at its peak while we were going up, and not while we were up in the air", he said.
The Mexico City-bound Embraer 190 jet was nearly full, with 103 on board including two infants and four crew members, when it came down at around 4 pm (21:00 GMT) on Tuesday, authorities said.
The state's governor said he has asked emergency officials to respond to the scene.
The civil defence office of Durango has published photos of a smoking but seemingly relatively intact plane lying on its belly in a field. The crash highlights the importance of undeveloped land around airports, which can act as a buffer when a plane goes off the runway.
A spokesperson for Durango, Mexico's Civil Protection said an Aeromexico regional jet that crashed just after takeoff caught fire after the crash. "They are there with people to help, that is the most important thing".
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A plane carrying more than 100 people crashed on Tuesday (July 31) shortly after takeoff at an airport in Durango, Mexico.
The nation's transport minister said 97 passengers and four crew were on the flight.
Inside the cabin, she said, "it was chaos because people were in shock and didn't know what to do". Mexico's Red Cross said Tuesday afternoon that paramedics had taken 27 injured people to area hospitals.
Earlier, the Mexican airline had written in a post on Twitter that it was aware of reports of a crash close to Durango's Guadalupe Victoria Airport and was seeking to verify the information and obtain details.
Aispuro said it was too soon to speculate on the cause of the crash.
Our Lady of Guadalupe vice rector Fr. Manuel Padilla spoke to Sanchez on the phone after the crash. But they agreed the plane was trying to take off during a storm, with some describing marble-sized hail.
Passengers miraculously walking away from the wreckage of the Aeromexico plane alive, and on foot. The pilot was the most severely hurt but was in a stable condition.
Embraer, the Brazilian maker of the aircraft, said it is ready to assist the Mexican authorities in their investigations, adding that technicians are preparing to head to the site. The aircraft, serial number 190-173, was delivered in May 2008, the company said in a statement.