MTV Hooked on 'Instructoart'

When freelance creative Matt Vescovo dreamed up Instructoart, it was just that: art. The former Fallon acd and Cliff Freeman and Partners senior cd, who has also freelanced at Wieden + Kennedy and Goodby, Silverstein & Partners, had become fascinated with the unspoken daily rituals of life. “We all know how to do them. No one talks about it,” he says. To start a dialogue, he created 11 graphic-design pieces detailing how to perform simple activities such as doing the hokey pokey, separating groceries on a conveyer belt and removing pubic hair from a bar of soap.