For people who don’t usually visit the Bienal de São Paulo, contemporary art can seem more complicated than it actually is. Especially when someone tries to explain it. We turned that perception into an argument to convince people to come and see the art for themselves, and created a poster series with the concept “It's hard to put into words. You’d better come see it”. Instead of featuring a work of art, each poster showed a clumsy attempt to explain art, plus collages that emphasized the inaccuracy of these explanations.

We used superlative confusion to illustrate the difficulty of explaining the experience of an art exhibit, and created two representations: one is the expression of an intellectual and the other of an expert in art references. The intellectual uses an excess of empty words and his typography reflects his academic mindset. The reference expert uses all kinds of name and adjectives to explain his experience, but they are not actually his words, so the typography reflects that. The collages represent the confusion and the difficulty intrinsic to the explanation, as well as their individual techniques in completely failing to explain something.

Over 900,000 visitors and 150 free workshops and activities, as well as a 40% increase in the number of visitors.