The real-time rug

When Western attention on the Iranian civil protests began to wane, VML challenged their network to reignite the narrative for European policymakers.

My Art Director and I proposed turning the iconic Persian carpet into a living monument. By connecting an automated loom to live data from the Center of Human Rights in Iran, we would live weave a traditional Persian rug with a floral element for every fallen protester.

Positioned outside the EU institutions, the installation was designed to serve as a visceral, inescapable reminder of the ongoing struggle. On an ever-growing website, visitors would click on a flower to reveal the name and age of the protestor, and news articles about what happened to them.

While the agency ultimately pivoted to a faster, digital-first execution, the concept was shortlisted for its ability to cut through the news cycle and sustain long-term political pressure.