Pinacoteca do Estado de Sao Paulo Film Anthropophagy by F/Nazca Saatchi & Saatchi Sao Paulo

Anthropophagy

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Industry Museums & Libraries
Media Film
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Rodrigo Castellari, Pedro Prado, Marcelo Ribeiro
Creative Daniel Duarte, Fernando Marar
Production Barry Company
Director Manu Mazzaro, João Papa
Released November 2017

Awards

Lions Communication 2018
Film Lions Online > Leisure Bronze Lion

Credits & Description

Title: Antropophagy
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
Fabio Fernandes F/Nazca Saatchi & Saatchi CCO
Pedro Prado F/Nazca Saatchi & Saatchi Creative Director
Marcelo Ribeiro F/Nazca Saatchi & Saatchi Creative Director
Rodrigo Castellari F/Nazca Saatchi & Saatchi Creative Director
Daniel Duarte F/Nazca Saatchi & Saatchi Creative
Fernando Marar F/Nazca Saatchi & Saatchi Creative
João Papa Barry Company Director
Manu Mazzaro Barry Company Director
Marines Mencio Barry Company Production Designer
Adolpho Veloso Barry Company Cinematographer
Lula Carvalho Barry Company Cinematographer
Alexandre Boechat Barry Company Editor
Federico Brioni Barry Company Editor
Krysse Mello Barry Company Executive Production
Chris Jordão Quiet City Music + Sound Sound Producer
Darren Solomon Quiet City Music + Sound Sound Producer
Fernanda Sousa F/Nazca Saatchi & Saatchi Agency Producer
Elucieli Nascimento F/Nazca Saatchi & Saatchi Agency Producer
Rafael Paes F/Nazca Saatchi & Saatchi Agency Producer
Victor Alloza F/Nazca Saatchi & Saatchi Agency Producer
Ricardo Forli F/Nazca Saatchi & Saatchi Account Director
Andrea Almeida F/Nazca Saatchi & Saatchi Account Manager
Lívia Gdikian F/Nazca Saatchi & Saatchi Account Assistant
Companies
Company Location Role
BARRY COMPANY Sao Paulo, Brazil Entrant Company
F/NAZCA SAATCHI & SAATCHI Sao Paulo, Brazil Idea Creation
BARRY COMPANY Sao Paulo, Brazil Production
QUIET CITY MUSIC + SOUND Sao Paulo, Brazil Production
PINACOTECA DO ESTADO DE SAO PAULO Brazil Additional Company
"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, 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.
Entry Summary
In 2010, a survey pointed out that more than 70% of Brazilians had never been to a museum.
One of the primary reasons for this is the public's distance from art itself.
In Brazil, as in many countries, the art world is still a bit associated with the elite, and understanding and appreciation art are seen as difficult and complicated. In addition, a contemporary art exhibition that involved a naked performer and a child, in Sao Paulo, caused a huge upheaval in the entire country. The big question in the nation was "what is art, after all... and what isn't?" Well, the stage was set. Timing was perfect. Pinacoteca decided to launch its campaign, demystify art, and invite people to visit Pina and reflect on the matter. The tagline: THERE'S NO RIGHT. THERE IS NO WRONG. THERE IS ART.
Brief Explanation
The commercial centred around a Brazilian work of art: the painting "Anthropophagy" (1929), by Brazilian modernist painter, Tarsila do Amaral. 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.