Art Mumbai
Two editions covered: on-ground films from the fair floor, and the countdown campaign that ran in the weeks before the next one opened.
Mahalaxmi Racecourse, Mumbai2024 and 2026 editions15 reels and 7 photographs
2026 edition
Countdown and ticket campaign
2024 edition
On-ground coverage
Photographs
Tap a reel to play it in full, with captions and comments, straight from Instagram. Tap a photograph to open it at full size.
About the event
Art Mumbai brings galleries, collectors and a wider public audience into the same space for a few days, which makes it an unusual content brief. The audience is culture-first and quick to notice when coverage is superficial, so the work had to look like it belonged at an art fair rather than at a trade show.
The 2024 edition was covered live: a crew on the floor each day, an edit station running alongside, and a plan for what to shoot before the doors opened. For the 2026 edition the job started earlier, with a countdown campaign carrying the date announcement, the ticket drop and the city itself in the weeks before the fair opened.
- Event coverage
- Reel production
- Campaign content
- Organic social
What we did
Covered the fair live, each day
A crew on the floor through the run, shooting walkthroughs, installations, performances and the crowd, with a shot list agreed before each day started.
Same-day edits
Footage was cut and published while the fair was still open, so people deciding whether to visit saw it in time to act.
Ran the countdown campaign
Date announcement, ticket drop and the run-up to the gates opening, built as a sequence rather than scattered posts.
A format the next edition can reuse
The shot list, the edit cycle and the publishing rhythm were documented, so each edition starts from a working template rather than from scratch.
More live events
- Film festivalStir ADFFCoverage across the festival: speaker interviews, screenings, pavilions and the opening night, cut for an architecture and design audience.View the gallery
- Design eventID MumbaiCoverage across the show floor: the Shigeru Ban session, installations, stands and the visitors moving between them.View the gallery