Role: Integrated Production Director

This was my first project at F/Nazca Saatchi & Saatchi.
After 12 years, the Pinacoteca do Estado de São Paulo, one of the most important museums in Latin America, decided to change the exhibition of its permanent collection. The second floor of its building had to be closed for one year for the renovations.
To avoid the visitors to distance themselves and to feed their curiosity about the museum changes, Pinacoteca requested a campaign to the agency.

But what we delivered was an artistic movement: 
Curiousism. The cat that lives inside each one of us.

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The robot cat

As part of the campaign, we created a Robot Cat to live inside the second floor of the Pinacoteca museum, which was temporarily closed to the public due to a renovation and change of the art collection exhibit.

We have partnered with a couple of production companies that helped us develop the Robot Cat using an iRobot Roomba platform for developers and developed the Facebook app, another partner helped us prepare the WiFi structure inside the museum, another partner that worked on the Live Streaming and a last one that built the Cat body frame to accommodate the iRobot platform inside the body.

The Robot Cat could be remotely controlled by users on the museum’s Facebook fan page, and it was live streamed to the public as they control the Robot Cat while users could take a sneak peek at the coming exhibition details. Each user was allowed to control the Robot Cat for three minutes by a joystick and thus satisfy their curiosity. In a little over a week, more than 10 thousand people participated to the experience.