The campaign to communicate Ron Mueck's exhibit in São Paulo is comprised of ads and posters showing his hyperrealism. For each work of art a different situation was imagined and narrated, always inviting consumers to see the exhibit with their own eyes. The pieces were all produced using the silkscreen printing process.

There were over 400,000 visitors, which made Ron Mueck the largest exhibit in the history of the Pinacoteca. During its final weekend, each day (Saturday and Sunday) received over 13,000 people, the largest daily audience ever recorded for this exhibit.