Pinacoteca Museum

“There is no right.

There ir no wrong.

There is art.”

The São Paulo Pinacoteca is one of the most important art museums in Brazil. It is the oldest in the city and houses the largest collection of Brazilian art. Like every museum, it faces the challenges of staying relevant, mirror society and meeting the expectations of an increasingly diverse public.

A frequent misconception of the population is to believe that one must understand art in order to attend a museum. To change this perception, communication demystifies the act of appreciating the work of art, inviting the spectator to make his own interpretation.

Role: Creative Direction

Creatives: Daniel Duarte / Fernando Marar