GrupaMagicLine, Michał Zieliński
Michał Zieliński is responsible for the creative concept, script, and direction. The comprehensive film production was carried out by GrupaMagicLine studio, repeatedly awarded for its productions in international industry competitions.
The campaign departs from the classic model of exhibition promotion. The creators opted for a narrative inspired by genre cinema, using themes of mystery, ghosts, and animated works of art. At the center of the story are pre-war curators Heinz Braune and Erich Wiese – authors of the groundbreaking exhibition of Silesian medieval art from 1926. Their fates intertwine with the work of contemporary museum professionals preparing the anniversary exhibition.
– I am very happy that we are once again on set with the team from the National Museum in Wrocław. This time we are telling a story about the passion for the Middle Ages, which has fascinated and inspired people for centuries. It is a great satisfaction for me that we can once again combine our experience, energy, and sensitivity to create a film that not only tells a story but also intrigues, inspires, and encourages viewers to discover the extraordinary world of medieval art – says Michał Zieliński, scriptwriter and director of the spot.
– In this short form, there is something characteristic of film. There is action, mystery, we ask certain questions to which we by no means find answers, we want to draw the viewer into the world of medieval art, and also show the work of museum professionals – says Piotr Oszczanowski, director of the National Museum in Wrocław.
The production lasted two days and was preceded by many weeks of preparations including casting, costumes, set design, and logistics for filming carried out in the immediate vicinity of historical exhibits. A particular challenge was reconciling the demands of the film set with the rigorous safety procedures in force at the museum.
– For the first time, we are producing a film spot with such a scope. The filming required the involvement of many Museum employees and precise preparation of the set to ensure the full safety of the works of art – emphasizes Anna Kowalów, Head of the Promotion and Communication Department of the National Museum in Wrocław.
On screen, alongside professional actors Adam Pietrzak and Igor Bialiayeu, employees of the National Museum in Wrocław also appear. This is a conscious choice that strengthens the authenticity of the message and shows the people behind the exhibition’s preparation.
The script was created in cooperation with museum professionals, thanks to which the campaign not only promotes the event but also tells about the behind-the-scenes work of the institution and its history. The film is part of the growing trend of using branded storytelling by the cultural sector, showing that public institutions are increasingly reaching for tools known from commercial brand communication.
The exhibition “A Century. On the anniversary of the great exhibition of Silesian medieval art” will be open from July 31 to December 30, 2026 at the Four Domes Pavilion, a branch of the National Museum in Wrocław. The exhibition partner is WROT.
LINK TO THE FILM:
Lose yourself in the Middle Ages | “A Century” exhibition spot | National Museum in Wrocław
