Dezeen
24th International Exhibition Inequalities – Triennale Milano
Client: Dezeen
Producer: 24th International Exhibition — Inequalities, Triennale Milano
Project Type: Exhibition Launch / Cultural Campaign Film
Dezeen commissioned us to travel to Milan and create a launch film for the 24th International Exhibition at Triennale Milano, which this year tackled the timely and complex theme of inequality — across society, cities, bodies, and borders.
At the heart of the video is an interview with curator Stefano Boeri, who walks us through the exhibition’s intention: to create a shared conversation around global disparities through art, architecture, and design. Our challenge was to capture not just the artworks or curation, but the idea behind the exhibition — and to do so in a way that would feel relevant, accessible, and emotionally resonant to an international design audience.
With a two-person crew, we delivered cinematic visuals paired with Boeri’s perspective-driven narrative, resulting in a short video that now serves as both an invitation to visit the exhibition and a statement piece on the social responsibility of cultural institutions.
Beyond This Project: Why Launch Films Matter for Museums and Galleries
For exhibitions tackling nuanced and politically charged subjects like inequality, marketing can feel like a contradiction. The goal isn’t to “sell” a show — it’s to spark conversation, attract the right audience, and share the core message in a way that cuts through.
Videos like this solve several challenges for cultural institutions:
- They help contextualise complex themes for new audiences
- They give curators and artists a direct voice without over-explaining
- They generate international awareness and digital reach before, during, and after launch
- They create an emotional link between viewer and theme — encouraging deeper engagement
🙌 Video isn’t just a documentation tool — it’s a way to extend the life and reach of an exhibition.
Done right, campaign films can:
- Build anticipation before opening day
- Attract press and partnerships through accessible storytelling
- Provide a long-term asset for grant bodies, sponsors, or future programming
- Help institutions connect with wider, more diverse audiences — especially younger, digital-first viewers
And when the subject is urgent — like inequality, migration, or sustainability — a compelling short film can: elevate a curatorial message into a global conversation.
Behind the Scenes
