Hasta La Creative!

THE IDEA
Printing frames on napkins and placing them in coffee shops around the city. The drips and stains will mirror MOMA’s Abstract Expressionism paintings in an interactive, shareable way.

HOW IT WORKS
These napkins will become blank canvasses for people to interact with and create their own Abstract Expressionist “paintings.” A playful tagline evokes art critique’s clichés and invites people to check out MOMA’s comprehensive collection to help them get inspired. The results can be shared on Instagram using a hashtag, reaching a bigger audience through the social network.

Advertising Agency: Miami Ad School, San Francisco, USA
Art Director: Tomás Azoubel Lima
Copywriter: Letícia Rodrigues de Abreu