When legendary French avant-garde filmmaker Jean Luc-Godard was asked the deceptively simple question, “What is photography?” he answered with a stark, but profound statement: “Photography is truth.” Ask what a museum is, and many people will describe it as a building – usually old and grand – that’s packed with artefacts. But, I like the Godard approach: A museum is not a building, it’s what’s inside that counts. That all sounds pretty philosophical, and it is, but it’s also an approach that characterises an important piece of work our agency undertook recently in Dubai. We created a pop-up museum – a temporary structure – to exhibit a never-before-seen collection of photography from the private archives of His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum as well as a diverse range of 20th-century masterworks and 21st-century contemporary photography. It was a stunning perspective made up of 868 works by 129 photographers, from 23 countries.