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Pina

Pinacoteca is a São Paulo museum that seeks to popularize contemporary art, in 2016 this became a briefing. The majority population of Brazil is not used to go to museums. They feel like they do not fit there. Sometimes they are ashamed of not knowing how to "appreciate" the work. With an extensive collection of expressive Brazilian artists like Tarsila do Amaral, we made a campaign that played with people's reactions when they looked at a work of art. The concept was about demystifying the act of appreciating art with the tagline: There's no right. There is no wrong. There is art. Show up.