Mastercard x Berlinale 2025

The Task

As Mastercard celebrated its 10-year partnership with Berlinale and the festival marked its 75th anniversary, we were challenged to create a signature activation that would authentically embody Mastercard’s role as the principal partner while reinforcing its long-standing commitment to diversity, inclusion, and the power of storytelling.

We needed an idea that would be ownable, repeatable, and emotionally resonant with potential to live beyond the festival.

The Concept

Enter: The Filmmaker’s Chair
We reimagined the ultimate symbol of power in film – a director’s chair – as a stage for voices that don’t often get heard. Placed at key Berlinale touchpoints like the Hyatt Welcome Desk and the exclusive Dine & Shine Dinner, the Filmmaker’s Chair became a platform for filmmakers, talents, and industry voices to share personal reflections on cinema, culture, and representation.

This was more than a seat – it was a metaphor for inclusion.
A chair anyone could sit in. A red carpet open to all ideas.

The Execution

We created a cinematic storytelling format in both long-form interviews and short-form reels,
designed for high social media engagement: