ZURICH 

IRAN
2024

How do you portray a country? Museum Rietberg’s exhibition Iran – Portrait of a Country showcased the work of Antoin Sevruguin (1851–1933), a photographer of Armenian-Iranian heritage who captured around 7,000 images of Iran’s people and landscapes. His photographs offer a complex and nuanced view, blending personal connection with diverse cultural perspectives. The exhibition featured 63 of his works and invited viewers to reconsider notions of identity, representation, and history through his lens. 

We produced a short exhibition trailer with Henne / Ordnung in three languages—English, German, and French—along with two formats showcasing selected exhibition photos paired with compelling claims. The trailer was screened in Swiss cinemas and actively promoted across digital channels.

Though a relatively small campaign, it had a significant impact, becoming one of Museum Rietberg’s most successful exhibitions in recent years and attracting visitors from both Switzerland and abroad—especially notable given that Iranian themes are rarely featured in special exhibitions today. The campaign also created a noticeable buzz online, generating strong engagement and numerous interactions with followers across social media platforms.

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