“Mina Hjärtefrågor”
Yalla Rinkeby x Kulturehuset Vällingby
Social Media Content & Documentary Storytelling
Social Media Videographer & Editor
Context
Mina Hjärtefrågor (My Heart Questions) is a photographic exhibition by Yalla Rinkeby, a Stockholm-based social enterprise supporting foreign-born women in their journey towards employment and social integration. The exhibition was created in collaboration with Kulturhuset Stadsteatern Vällingby, with funding from the City of Stockholm, ahead of the Swedish general election in September 2026.
I was brought in to document two premiere events and deliver short form social media content for Yalla Rinkeby’s instagram with fast turnaround, in order to promote the public vernissage and the ongoing exhibition afterwards.
Approach
The brief was to capture the excitement and emotion of the women seeing their exhibition for the first time at their private premiere, an intimate evening for participants, their families and close collaborators. Content from the private premiere was then used to build anticipation for the public vernissage two days later. The public opening was a significant moment for the Yalla Rinkeby women as they welcomed founders, investors, collaborators and the wider public to experience their stories.
Filming across both evenings I captured the women's reactions, kitchen preparation, arrivals, the exhibition space, interviews with key collaborators, and public reactions on the night. Stories and Reels from the first premiere were edited and delivered with overnight turnaround.
Outcome
Reached 7,000+ views: A short interview with project lead Abby Afriyie became Yalla Rinkeby's top-performing content to date, with strong engagement across comments, reposts and shares, signaling strong public interest in immigration and integration.
Sustained visibility: content from both production evenings continued promoting the exhibition on Yalla Rinkeby's Instagram through October 11, 2026.
Broad access: interviewed 6+ stakeholders across project leadership, staff, artistic direction and executive leadership (Yalla Rinkeby, Kulturhuset Vällingby, ByggVesta), reflecting trust and cross-organizational reach.