The project is centred around the empowerment of Iranian women, offering a message of hope and resilience in the face of political unrest and social control.

Additionally, the project features the work of twelve Iranian women artists from around the world, providing a platform for their voices and perspectives to be heard. By amplifying the voices of these artists, the project challenges the traditional male-dominated narrative surrounding Iranian culture and politics.

The scarves created for the project, which are featured in the film, aim to turn a symbol of suppression into a symbol of empowerment and independence. This shift in symbolism reflects a broader shift towards positive, progressive, and gender-aware communication in Iranian society.

Overall, this project represents a step towards more positive, progressive, and gender-aware communication by elevating the voices of Iranian women and challenging traditional narratives surrounding Iranian culture and politics.

PAIRI DAEZA values freedom, self-expression, diversity, inclusiveness, open-mindedness, gender parity, equality, impartiality and courage.

For every collection, PAIRI DAEZA collaborates with marginalized craftswomen living in Iran.

The film portrays a woman that has had no choice about her body, society, country and the religion she got born into.

She carries the pains, sorrows and experiences of the previous generations and asks other freedom-fighters to unite themselves; meanwhile expressing her love for her endangered country and heritage.

12 Iranian artists have designed scarves for our women-led revolution, incorporating messages and values that represent PAIRI DAEZA.

This project is for a culture that has resisted more than 40 years of dark ages and for all the girls, who have only seen freedom through old family pictures or through the internet.

The objective is to reclaim a suppressed identity as Iranian women, keeping alive the conversation and supporting the movement in Iran.

The cultural, social, and political climate around gender representation in Iran is complex, with media regulations and restrictions placing limitations on the portrayal of women in the public sphere. Women's rights have long been a contentious issue, with legal and cultural barriers limiting women's participation in the workforce and public life.

The significance of 'Iran-e Man' within this context is that it challenges traditional narratives surrounding Iranian culture and politics, specifically in regards to gender representation. By elevating the voices of Iranian women artists and celebrating their cultural heritage, the project offers an alternative vision of Iranian society that is more inclusive and progressive.

However, the project also takes place against a backdrop of civil liberties issues, including political unrest and social control. The film highlights the struggles faced by Iranian women as they fight for independence and freedom in the face of these challenges. By showcasing the collective spirit and resilience of Iranian women, the project provides a message of hope and empowerment in the face of adversity.

Overall, 'Iran-e Man' represents a significant contribution to the ongoing conversation around gender representation and civil liberties in Iran, offering a powerful and empowering message for Iranian women and future generations.

The creative idea behind the work was to create a visual poem that celebrates the rich cultural history of Iran, and the inherent beauty found outside of the media reports. The film is an homage to classic Iranian cinema and a reminder of the power of collectivity in the face of oppression. The scarfs are a symbol of strength and resilience, embodying the spirit of revolution and providing a message of empowerment to future generations.

Data gathering was essential in identifying the target audience and shaping our approach to the project. The project sought to reach a broad demographic of consumers, individuals and organizations, focusing on those interested in the arts, culture and social justice issues.

To achieve this we would portray the collective spirit and resilience of Iranian women, highlighting their struggles for independence and freedom in the face of political unrest and social control. The film emulates classic Iranian cinema, celebrating the rich cultural history of Iran and offering a message of empowerment to future generations.

The approach also involved a collaborative effort, with twelve female Iranian artists contributing to the project. The scarves created by these artists were intended to turn a symbol of suppression into a symbol of empowerment and independence, with all profits donated to the Abdorrahman Boroumand Center - a human rights organization supporting the women's movement in Iran.

Prior to the shoot, we were in dialogue with NOWNESS about an exclusive launch. As there was no agency assigned to the project to handle the media push, we recognised the importance of having a reputable and well-known brand involved to help us reach as wide an audience as possible. Nowness launched the film exclusively on their website with multiple additional pushes through their Instagram account that has 2 million followers.

2 weeks exclusively on Nowness from March 17th – March 31st 2023 and then on private and new–land channels. We are starting up an editorial push from April 24th.

We didn’t have a media budget so we were depending on Nowness and the organic growth that launch could create. Other media then picked up on the film: Vogue Scandinavia, Shots.net, Director’s Library, Kodak’s Motion Pitcure Film Community, ELLE Denmark, Iranian Online Broadcast TV channel MANOTOPLUS amongst others.

The film, with its powerful message of hope and support for the women-led revolution in Iran, has had a profound impact, both in raising awareness about the current political and social unrest in Iran as well as bringing attention and a positive impact on the brand association and consumer awareness of Pairi Daeza, whose Woman Life Freedom scarf project has gained wide recognition and appreciation. Business wise, the film has helped boost sales and site traffic as well as enhancing the brands vision and perception as a socially conscious and supportive company that stands for human rights and equality.

It has also helped to change behaviours, with viewers encouraged to support the movement through social media, petitions and conversations with friends. The long-term impact of the film remains to be seen, but it has certainly contributed to the conversation about gender representation and human rights in Iran.

'Iran-e Man' has gained global attention since premiering online. The film incorporates powerful symbolism that reflects Iranian heritage and culture, alongside elements that relate to the movement in Iran. The film's success can be attributed to various traditional elements such as the music, voice-over, set-design, location, cast, and symbolism such as pomegranates, long hair, Persian rugs, traditional dancing, and scarves with related messages to the revolution. These elements provide the cultural context that resonates with Iranians both inside and outside of Iran. As a result, the film was picked up by the largest Iranian television show outside of Iran, as well as various Western media outlets. This is a testament to the universality of the film's message.

'Iran-e Man' offers a message of empowerment and hope to those who watch it, not only in Iran but across the world, by highlighting the beauty and resilience of Iran's rich cultural history.