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.