Mucho designs the campaign for a new presentation of the MACBA Collection
Building on the visual identity recently created for MACBA, we’ve designed the visual campaign for El gest de filmar: El vídeo a la Col·lecció MACBA (The Act of Filming: Video in the MACBA Collection), which opened on 9 July 2026.
The exhibition brings together three interconnected presentations from the museum’s collection: Counter-information: Video-Nou / Servei de Vídeo Comunitari, Echoes: Videos from the Han Nefkens Foundation Donation and Pere Portabella: The Committed Gaze. Together, they explore the role of video as a medium that goes beyond documentation, using moving images to reveal overlooked realities, amplify alternative narratives and offer new ways of engaging with history and the present.
The campaign centres on a bold typographic composition set within a luminous red field, inspired by the camera’s recording tally light, the familiar signal that filming is underway. Enlarged into an atmospheric glow, it also evokes the light emitted by screens and projections. In motion, the typography breaks apart and recomposes across excerpts from the works, while the red light expands, fades and returns, creating a visual rhythm rooted in the language of video.
Across print, motion and environmental applications, the campaign extends MACBA’s visual system while giving El gest de filmar its own distinct expression and a coherent presence throughout the museum.
Credits
Images from the opening of El gest de filmar. El vídeo a la Col·lecció MACBA al MACBA. Photography by: Miquel Coll, 2026. © MACBA Museu d’Art Contemporani de Barcelona.
