.03 (2026) project management, production, photography, content strategy
Arthur Midianga
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
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, all built from a single story.
Read the full story
Arthur Midianga, a Brooklyn based visual artist, 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. I partnered with Arthur's creative team, and a local gallery curator Studio Q to bring the campaign to life.
The campaign launched as a multi week rollout on Arthur's Instagram. It converged on the activation at Format gallery, which drew over 100 guests and numerous community sponsors. 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.
The Process
How one story was produced across film, stills, social, merch, and a live event, step by step.
Explore the process
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Three acts
Developing the narrative that tied together photography, video, social, and the event, so every piece launched as a chapter of the same story.
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Shot list and schedule
Every shot was a numbered card with talent, location, visual references, and focus.
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Two day production
Coordinating production and talent to shoot video and stills together across 10 locations.
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Event production
The activation event at Format Gallery was produced as an immersive experience into Arthur's symbols. As social lead, I built a repository of assets that showcased the event for both Arthur and the gallery.
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Social rollout
The campaign seeded the symbol through the city, then rolled out over multiple weeks on Arthur's Instagram, converging on the reveal.
