MASP Comics
MASP
Issue 28 | September 2013
Agency
DDB Brasil
Creative Team
Executive Creative Director: Marco Versolato Creative Director: Luciano Lincoln, Wilson Mateos Art Director: Ulisses Razaboni Copywriter: Marco Abrucio
Production Team
Art Buyer: Clariana Costa, Alessandra Salles Illustrator: Estudiorama Mockup: Mockup10 (Hugo Miguel) Photographer: Sergio Prado Graphic Production: Clariana Costa, Anelito Nobrega Less: 24\7id
Other Credits
Account Supervisor: Monica de Carvalho, Daniel Malavazzi Advertiser’s Supervisor: Paulo Donizete Martinez
Date
May 2013
Background
The story behind a painting can be as fascinating as the painting itself. That's what the ad and poster campaign created by DDB Brasil for MASP's (São Paulo Museum of Art) guided tours shows.
Idea
The ad pieces use the comic books language to tell the real story of important paintings in the museum's collection. The pieces, painted by masters such as Van Gogh, Renoir and Modigliani are shown as comics.
Each narrative emulates the respective artist's style, as if it had been taken out of the artist's sketchbook. Many frames were inspired by real paintings and sketches. The copy also makes historical references with real quotes from the authors and characters from the piece. "A painting is just a part of the story", the campaign was designed to reach both laymen and those who already have an interest in the story of the arts.
The idea is to convey to both audiences that to admire a painting on the wall can be just a part of the full experience – and thus promote the Guided Tours service that features the detailed story of the paintings in MASP's collection, the trajectory of their artists and the historical contextualization of each piece.