“There is no right. There is no wrong. There is Art.” says Pinacoteca

The São Paulo Pinacoteca, one of the most important museums in Brazil, has launched a campaign to increase visitor frequency. Created by F/Nazca Saatchi & Saatchi, the idea behind the campaign is to demystify the act of appreciating art and thus draw the public closer to the museum.

In order to illustrate the concept “There is no right. There is no wrong. There is art,” the agency created a commercial centred around a Brazilian work of art: the painting “Anthropophagy” (1929), by Brazilian modernist painter, Tarsila do Amaral. Directed by João Papa and Manu Mazzaro, from Barry Company, the production reveals recurring questions asked by visitors of the museum, reinforcing the idea that there are no predefined formulas to understand art.

This script is a true dive into the strokes and colors of this Brazilian artist. And, without providing viewers with answers, it involves the audience inviting everyone to show up and experience Brazilian art at the Pinacoteca.

The painting “Anthropophagy,” normally exhibited at the José and Paulina Nemirovsky Gallery, at the Pinacoteca, is currently being displayed in the retrospective of the artist in Chicago and New York.

The video will premier this week in cinemas in São Paulo.

Credits: 

AGENCY: F/Nazca Saatchi & Saatchi

CLIENT: Pinacoteca de São Paulo

PRODUCT: Institucional

LENGTH: 1´24

TITLE: Anthropophagy

CCO: Fabio Fernandes

CREATIVE DIRECTOR: Pedro Prado | Marcelo Ribeiro | Rodrigo Castellari

CREATIVES: Daniel Duarte | Fernando Marar

ACCOUNT SUPERVISOR: Ricardo Forli | Andrea Almeida | Lívia Gdikian

MEDIA TEAM: Mauricio Almeida | Fabiana Rodrigues | Gabriela Vecchia

PLANNERS: Rita Almeida | André Foresti | Quentin Mahe | Gabriela Sanchez

AGENCY PRODUCER: Fernanda Sousa | Elucieli Nascimento | Rafael Paes | Victor Alloza

PRODUCTION COMPANY: Barry Company

DIRECTOR: João Papa | Manu Mazzaro

PRODUCTION DESIGN: Marines Mencio

CINEMATOGRAPHY: Adolpho Veloso | Lula Carvalho

EDITING: Alexandre Boechat | Federico Brioni

EXECUTIVE PRODUCER: Krysse Mello

POST PRODUCTION: Barry Company

COMPOSITION 3D: Atomo VFX

SOUND HOUSE: Quiet City Music + Sound

MUSIC PRODUCER: Chris Jordão | Darren Solomon

CLIENT SUPERVISOR: Jochen Volz | Paulo Vicelli | Adriana Krohling Kunsch | Ana Carolina Diniz

Source: F/Nazca Saatchi & Saatchi

  Anthropophagy, Barry Company, Brasil, Chicago, F/Nazca Saatchi & Saatchi, João Papa, Manu Mazzaro, Museum, New York, São Paulo, Tarsila do Amaral, The São Paulo Pinacoteca