MAC x Teresa Margolles

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MAC x Teresa Margolles

The brief

Create the first content-driven campaign for the Musée d’art contemporain de Montréal, focusing on context and comprehension.

The content

To immerse the audience into Teresa Margolles’ reality, the museum’s Chief Curator guides three “witnesses” (Kim Thùy, Gabrielle Bouchard and Viviane Michel) as they uncover the artist’s provocative works and let their emotions take over.

The secret sauce

5S was privileged to meet Margoles at the exhibition’s launch party where we were given carte blanche in our representation of her work. Not an easy feat to pull off in Spanish.