Creativity

Dive Into a Painting With This Gorgeous Film From Brazil's Pinacoteca Museum

Ad by F/Nazca Saatchi & Saatchi Reinforces Why Art Is Important

By Alexandra Jardine. Published on Oct 30, 2017

Editor's Pick

We've seen some fantastically creative ads recenty that take a look at why art is important: from the U.K's Art Fund as well as Pacific Standard Time.

Here's another addition to the stable from Brazil's Sao Paulo Pinacoteca, by agency F/Nazca Saatchi & Saatchi. The film opens on a woman staring at a painting: "Anthropophagy" by Tarsila do Amaral, a Brazilian modernist painter. We then dive into the painting, via a series of real questions asked by visitors of the museum. They range from "What is the right amount of time to look at a painting?" to "what is the meaning of it all?"

Of course, there is no right answer, and in that sense it's reminiscent of the Art Fund ad, with a similar idea behind the campaign--to demystify the act of appreciating art. But it's the gorgeous imagery created for the film, directed by Joao Papa and Manu Mazzaro, from Barry Company, that really resonate--it's a work of art in itself.

The video will premier this week in cinemas in Sao Paulo. And as a side note, even if you don't live in Brazil, the painting, normally exhibited at the Pinacoteca, is currently being displayed in a retrospective of the artist at galleries in Chicago and New York.

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About

Credits

Date
Oct 30, 2017
Agency:
F/Nazca Saatchi & Saatchi
Chief Creative Officer:
Fabio Fernandes
Client:
Sao Paulo Pinacoteca
Creative Director:
Pedro Prado
Creative Director:
Marcelo Ribeiro
Creative Director:
Rodrigo Castellari
Creative:
Daniel Duarte
Creative:
Fernando Marar
Account Supervisor:
Ricardo Forli
Account Supervisor:
Andrea Almeida
Account Supervisor:
Lívia Gdikian
Media Team:
Mauricio Almeida
Media Team:
Fabiana Rodrigues
Media Team:
Gabriela Vecchia
Planner:
Rita Almeida
Planner:
André Foresti
Planner:
Quentin Mahe
Planner:
Gabriela Sanchez
Agency Producer:
Fernanda Sousa
Agency Producer:
Elucieli Nascimento
Agency Producer:
Rafael Paes
Agency Producer:
Victor Alloza
Production Company:
Barry Company
Director:
João Papa
Director:
Manu Mazzaro
Production Design:
Marines Mencio
Cinematography:
Adolpho Veloso
Cinematography:
Lula Carvalho
Editing:
Alexandre Boechat
Editing:
Federico Brioni
Executive Producer:
Krysse Mello
Post Production:
Barry Company
Composition 3D:
Atomo VFX
Sound House:
Quiet City Music + Sound
Music Producer:
Chris Jordão
Music Producer:
Darren Solomon
Client Supervisor:
Jochen Volz
Client Supervisor:
Paulo Vicelli
Client Supervisor:
Adriana Krohling Kunsch
Client Supervisor:
Ana Carolina Diniz

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