.03 (Ongoing) project management, production, photography, content strategy
Studio Q
A launch campaign produced across ten NYC locations in two days, an activation that drew over 100 guests to Format, and a partnership that became ongoing brand strategy.
Client: Arthur Midianga and Format Gallery
Challenge
Artist Arthur Midianga needed a launch campaign that would carry his world of characters and symbols beyond galleries and collectors. One narrative had to work as a hero film, a stills campaign, a social rollout, merch, and a live activation, shot with six cast across ten New York locations in two days. The finale needed a real room. That room was Format, the art space curated by Studio Q, and the event had to be produced as carefully as the shoot.
Strategy
My role was project management across the campaign. Photography production planning, social and content planning, the shot list and schedule, cast wrangling, and prep and social lead for the Format event. These are the systems that turned one weekend of shooting into a full brand launch.
One narrative, every deliverable
The three act treatment, the signal, the movement, the convergence, was the plan itself. A thirty frame storyboard translated it for film, and the stills carried the same arc so the campaign could launch in chapters. Photography, video, social, and the event all pulled from one story, which kept every asset decision fast and every deliverable coherent.
Twenty four shots, ten locations, two days
Every shot was a numbered card with talent, location, visual references, and focus, so nothing on the day depended on memory. The hour by hour grid staggered six cast across Brooklyn and Manhattan, laundromat to nail salon to bodega to the High Line, pairing video and stills at every stop and saving the full cast convergence for the one window everyone overlapped.
The event was a deliverable too
The activation at Format was planned like a production. The campaign was the call and the event was the reveal, so guests arrived at the door they had been following online. I coordinated the space with Studio Q, ran prep and the social lead for the night, and built the assets that showcased the event for both Arthur and the studio. Printed cards of the mask paintings, campaign photography as printed matter, and merch tied the room back to the story.
Outcome
The campaign launched as a multi week rollout on Arthur’s Instagram and converged on the activation at Format, which drew over 100 guests and numerous community sponsors, with merch selling throughout the night. The partnership with Studio Q kept going. I now run its brand and content strategy, from exhibition campaign planning at Format to the studio’s service offering.
