Barcelona

Trade show video in Barcelona: checklist for ISE and MWC 2027 exhibitors

ISE 2027 (2 to 5 February) and MWC 2027 (1 to 4 March) in Barcelona: which videos exhibitors need and when production has to start. A checklist.

13 October 2026 · 5 minutes to read · MAD MIRROR STUDIOS

A trade show video for ISE or MWC in Barcelona comes in three parts: before the show the booth loop, product clips and invitation video; during the show interviews, demos and one social clip per day; afterwards the recap film and the cuts for the year. ISE 2027 (2 to 5 February) brings the AV and systems integration industry to Fira Barcelona Gran Via, and four weeks later MWC 2027 (1 to 4 March) follows with the mobile and tech world. ISE 2026 counted 92,170 visitors and over 1,700 exhibitors, MWC 2026 around 105,000 visitors and over 2,900 companies. Even so, many exhibitors go home with a few phone photos.

This checklist shows which content is made before, during and after the show and when you have to plan what. MAD MIRROR STUDIOS has its studio in Barcelona, produces for exhibitors in German, English and Spanish and brings production experience for ZDF and 3sat.

An exhibition hall the night before opening: half-built stands, plastic film on the carpets, a forklift and a large LED wall showing color bars

Why trade show content works twice

A booth lives four days. The content from it lives a year: as proof for customers who weren't there, as material for sales and recruiting, as a social media stock and as the basis for the next show. Plan the production that way and you pay once and use it for twelve months.

Before the show: what has to be ready

Three things are made before the first show day, and all three need lead time:

The booth loop for the LED wall or monitors: 30 to 90 seconds, no sound, large type, because it is read from five meters away in the noise of the hall. The format follows the wall, not YouTube: settle resolution and aspect ratio with the booth builder before the edit starts.
Product clips of 15 to 30 seconds that run on tablets at the booth and carry the ads before the show at the same time. They are shot in the studio or at your place, four to six weeks ahead.
An invitation video for LinkedIn and email: who you are, what you show, hall number and stand, in 20 seconds. Online two weeks before the show, otherwise it is too late for meeting requests.

A glossy black stand surface reflects passing visitors and a camera with a microphone, in front coffee cups, a badge and brochures

During the show: one day, five formats

On a show day the team spends two to four hours at the booth, it rarely needs more. In that time we shoot the booth walkthrough with visitors in frame, short interviews with customers and partners who drop by, demos of the products in action, photos for press and LinkedIn, and one social clip per day that goes online the same evening. The last one is where a local team makes the difference: the edit happens in Barcelona, not after the journey home.

On filming at the show: at your own booth the exhibitor contract governs it, in the aisles and at other booths the organizer's rules and the consent of the people in frame apply. We settle this ahead of time and collect short written releases for interviews, in German, English or Spanish.

After the show: the part most forget

The recap film of 60 to 90 seconds arrives within a week, while the show is still a topic. Then come the cuts that work all year: the interviews as individual customer voices for website and sales, the demos as product videos, the photos as material for press releases and the next invitation. Four show days turn into 15 to 25 individual pieces this way.

An unfinished stand with a wall clock whose reflection in the mirror opposite shows the hands running the other way, flight cases and floor tape

Timeline, counted back from the show

For ISE 2027 that means starting in early December 2026. For MWC 2027, early January 2027. The holidays sit in between, so better a week early than late.

8 weeks ahead: briefing, goals, list of formats, book the hotel (rooms near the fairground go early).
6 weeks ahead: concept and approval, crew fixed for the show days, format specs from the booth builder.
4 weeks ahead: shoot of product clips and invitation video.
2 weeks ahead: booth loop approved, invitation video online, interview partners requested.
Show days: team on site, one clip per day online in the evening.
1 week after: recap film. 4 weeks after: customer voices, product videos, photo archive.

Frequently asked questions

When are ISE and MWC 2027?

ISE 2027 takes place from 2 to 5 February 2027, MWC 2027 from 1 to 4 March 2027, both at Fira Barcelona Gran Via. For a trade show video at ISE, planning starts in early December; for MWC, in early January.

Are we allowed to film at the show at all?

At your own booth yes, that is part of the exhibitor contract. Outside the booth the organizer's rules apply, and people in frame have to consent. We work with small equipment, no tripods in the aisles, and collect releases for interviews.

In which languages do you produce?

We work with you in German, English and Spanish and shoot in mixed languages on the same day if needed. We hold interviews in the interviewee's language, subtitles come in the languages of your markets.

What if we only need the booth loop?

Then we produce only the booth loop, from existing footage or a short shoot, matched to the booth builder's wall. The show days can be added until two weeks before.

How late can we still book?

For the show days themselves often until two weeks before, because we live in Barcelona. For the booth loop and product clips we need four weeks, otherwise there is no time for approval and format adjustments.