Creative Lead • Concept development
Creative lead for the concept development and narrative direction of a large-scale projection mapping installation on the iconic façade of the Museu de Arte de São Paulo (MASP), created for the Virada Cultural festival.
Inspired by the theme "Cultura é riqueza que ilumina" ("Culture is illuminating wealth"), the concept extended the museum experience beyond its walls, transforming the building into a monumental storytelling canvas. Respecting the integrity of the artworks on display, the narrative brought them to life through playful interactions with the museum's architecture. A giant magical hand animated the façade, transformed the building into a piano and guided visitors through a series of imaginative visual moments, celebrating Brazilian art while making culture accessible to thousands of people in the public space.
Responsible for developing the creative concept, creating the storyboards and leading the creative team throughout production, ensuring every sequence remained true to the original narrative and creative vision.