BREAKING THE BUBBLE
MASP
MASP took a significant step in it's history by opening it's highly anticipated annex — an architectural and cultural landmark that redefines it's presence and purpose. To mark this moment, we developed a 360º creative strategy to translate the new voice of a MASP that expands, connects, and provokes new ways of experiencing art.
Months of research, market analysis, and creative development across numerous fronts led to a sharp digital strategy to stimulate conversations and make art more accessible. We sought relevant and consistent communication across all of the museum’s channels, aligning with today’s digital codes — and those yet to come. This vision comes to life in our social shooting assets, starting with parkour through the new building to an editorial where we match people with Renoir and Van Gogh.
More than announcing a physical expansion, the mission was also to extend the museum’s symbolic presence: to break out of its bubble, go beyond its own limits, and make MASP truly part of people’s lives.
Our challenge was to step away from a distant, institutional tone and embrace a voice that’s more accessible, relatable, and people-centered.
The idea was to flip the script: move from hierarchical, museum-focused messaging to a people-driven approach — because a museum’s success starts with someone’s desire to experience it.
MASP
+10K ORGANIC INTERACTIONS ON TIKTOK
3.1M REACHED ON INSTAGRAM
18.25% GROWTH RATE ON INSTAGRAM
CREDITS
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Statutory Director and Strategic Consultant Rony Rodrigues
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Director of Experience and Communication Paulo Vicelli
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Communications and Marketing Coordination Priscila Asche
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MASP Marketing, Design, and Content Team Caio Palmeira, Daniela Nunes, Gabriela Rabelo, Heloísa Lucas, Joan Guedes, Mariana Castro, Pablo Mazzucco, and Pedra Medina
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General Direction Thales Ferreira
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Creative Direction Rob Dalazen
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360° Strategic, Creative Planning, Social Shooting, and Social Strategy & Execution OUT OF OFFICE
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Creative and Content Strategy Alexia Kronig, Bruna Togni, Dimas Henkes, João Vitor Cancherini, Laís Maciel, and Thales Brum
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Copywriting Eduardo Biz
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Design and Editing Bibiana Marques and Vinícius Antunes
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Executive Production Allison Gonçalves
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Account Management and Production Caio Silva and Vivian Gaieski
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Visual Identity Porto Rocha
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Architecture Metro Arquitetos