The short film engages directly with the complex and deeply sensitive issue of harassment, particularly sexual harassment, in a South Asian context. We chose this topic because of its prevalence in all social classes and age groups. It’s a deeply under researched and underrepresented area in literature and film. Due to the cultural taboos and sensitivities that exist in Pakistan, particularly around the discussion and depiction of sexual violence, we chose not to depict any act of violence directly. Instead, the storytelling relies on visual cues, metaphors, and symbolic connotations to subtly yet powerfully portray the experience of harassment.

We used the reception theory as a guiding framework. This theory emphasizes the role of the audience in interpreting meaning, and we applied it to allow viewers to read into scenes based on their own cultural, social, and emotional contexts. For example, the scene involving the curly-haired girl is crafted to be read as a moment of harassment and lack of public safety for women at night, without needing to explicitly show it. 

This strategy not only ensures cultural appropriateness but also empowers the audience to engage with the material thoughtfully, invoking empathy and introspection rather than shock or trauma. Similarly, child sexual abuse or necrophilia are only implied, and no graphic content was shown.

The film also makes a conscious effort to be intersectional in its representation. We did not focus on a single victim or archetype. Instead, we used a montage technique to highlight a range of characters representing different ages, gender identities, and socioeconomic classes. This approach allowed us to communicate that harassment is not isolated to any one group, it affects children, transgender individuals, middle-class women, and others across the social spectrum. In doing so, we aimed to challenge the stereotype that sexual harassment is confined to particular public spaces or certain "types" of victims. Instead, we presented it as a systemic social issue that exists within both private and public spheres.

The choice of Pakistan as the cultural backdrop was crucial. South Asia has a scarcity of literature, visual content, and media representation on issues of sexual violence, largely due to societal taboos and the stigma faced by survivors. Institutional support and legal recourse are often limited or inaccessible, making it even more important for creative projects to take on the responsibility of filling this gap. By telling a story that is both visually subtle and socially resonant, we hoped to give voice to experiences that are silenced or invisibilized within mainstream discourse.

I wanted the product to not only represent social groups but to spark conversations around social and behavioral transformation. I believe that storytelling, especially visual storytelling—has the potential to catalyze change, and the film is a deliberate step in that direction.  Branding for the short film was a deliberate and carefully curated process, woven through every stage of production and marketing. From the beginning, we treated the film not just as a standalone product but as part of a broader visual and thematic identity. The use of the production house’s logo across all materials—from the opening frame of the film to social media platforms and marketing materials—helped establish a consistent brand presence. This repetition ensured recognition and recall, helping us build a stronger connection with the audience. 

We designed our postcard to follow traditional conventions while ensuring it stood out and effectively conveyed the theme of our film—harassment. To create a visually striking design, we used powerful imagery, enhanced by a smoke machine to add depth and symbolism, reinforcing the film’s intense subject matter. The title was given a bold, attention-grabbing font in yellow—a color choice that not only pops but also reflects the film’s emotional tone. To establish credibility and recognition, we prominently featured the director’s name, helping to attract audiences familiar with their work. We also included any awards or nominations the film received, adding prestige and encouraging viewers to take notice. Other key details, like screening dates or contact info, were also included for quick reference. To maximize engagement and reach for our short film, we adhered to established social media marketing conventions rather than reinventing the wheel. Platforms like Instagram, TikTok, and X (Twitter) played a crucial role in building hype, fostering audience interaction, and driving traffic to our film—all while keeping our promotional strategy cost-effective and impactful. We optimized our Instagram profile with a memorable username, a striking profile picture (like our film’s poster), and a clear bio that immediately conveyed what our film was about.

By maintaining a consistent aesthetic (color schemes, fonts, and tone), we ensured our posts were instantly recognizable, reinforcing our film’s identity. Instead of just posting trailers, we diversified our content with teasers, behind-the-scenes clips, cast interviews, and interactive polls—keeping our audience hooked and encouraging shares. Instagram’s Stories and Reels helped us reach wider audiences organically, while polls and Q&As made followers feel involved in the film’s journey.

Posting consistently and at optimal times ensured our content stayed visible in followers’ feeds, preventing our film from getting lost in the noise.

We leveraged trending sounds and hashtags on TikTok and Instagram to tap into broader conversations, increasing discoverability. Highlighting our director’s name and any festival selections/awards in posts added legitimacy, making our film stand out in a crowded space. Behind-the-scenes content (like our smoke machine shoot) made the filmmaking process feel exclusive and intriguing, keeping followers invested. By including a QR code on promotional materials (like our postcard), we made it effortless for viewers to access our film and social media pages, bridging offline and online engagement seamlessly.

By following these proven strategies—instead of experimenting with risky, unconventional methods—we ensured our film gained steady traction, higher engagement rates, and a loyal following before its release. Social media didn’t just promote our film; it created a community that kept the conversation going long after the credits rolled.

In terms of aesthetic choices, we intentionally stayed away from theatrical or exaggerated color palettes. Instead, we opted for natural, muted tones that reflect the emotional landscape of the characters and themes. These same tones were replicated across the film visuals, poster designs, and social media content, establishing seamless visual language. This synchronization of colours and mood reinforced the branding and allowed the audience to recognize and connect with the work across platforms.

One of the most striking elements of our branding strategy was the poster design, which was directly inspired by the Aurat March Lahore 2021. During that march, survivors of sexual assault displayed their clothes on a washing line as a powerful visual protest, symbolizing the shifting of blame from victim to perpetrator. We recreated this imagery in the promotional materials to echo that symbolism, drawing a clear connection between real-world activism and the film’s thematic core. This decision added depth and authenticity to the visual identity, making the film feel grounded in real-life movements and struggles.

The cinematographic choices were equally intentional. We used warm green tones and overly saturated lighting to visually express the internal conflict and emotional turmoil of the main character, Noor. These visuals were carefully designed to convey that her feelings of entrapment and fear originated not just outside the home but within it. By presenting the domestic space—traditionally seen as a haven—as a place of constant terror, we used lighting and colour to challenge conventional ideas about safety and threat. Noor’s appearance and body language also reflect this dissonance, reinforcing the idea that home is not always a safe space, especially for women and children.

Even the character’s name; Noor, carries significance. It pays homage to a real victim of gender-based violence, ensuring that the film is rooted in lived realities. We further grounded the narrative in real-world events by using actual news audio clips from Pakistan in the film. These elements gave the story a strong sense of urgency and realism, enhancing its brand identity as a socially conscious and activist-driven project.

Audience engagement was central to both the storytelling and marketing strategy. We knew from the outset that we wanted to continue engaging the same audience base we had built through last year’s campaign, which focused on a different but socially relevant theme. We leveraged the existing Instagram account, known for its visually cohesive and artistic feed, to promote the new film. This gave us a head start in terms of visibility and familiarity. We began the engagement campaign with poster reveals and postcard drops, gradually building anticipation. The social media pages maintained a unified aesthetic that mirrored the look and feel of the film itself. This consistency helped the audience remain immersed in the story’s world, even outside the screening.

One of the standout tactics was creating interactive digital campaigns, including a TikTok challenge and unique hashtags tied to the film’s themes. Although it was difficult to get audiences to engage directly with such a sensitive topic, these strategies opened a space for safe, creative expression and conversation-starting content. We also used the names and star power of the actors on posters and promotional reels to attract a broader audience.

We emphasized behind-the-scenes content to humanize the production process and spotlight the local artists, crew members, and actors involved—especially those native to the language and cultural context of the story. This choice increased relatability and gave the audience a sense of ownership and proximity to the project.

Distribution was planned with accessibility in mind. We released the film on YouTube and linked it via a QR code printed on the film’s postcards, which were distributed at screenings, events, and academic institutions. We also targeted OTT platforms to extend our reach, particularly among diaspora communities who could connect with the film’s themes from afar.

Lastly, we followed a storytelling approach rooted in the ethos-pathos-logos model:

• Ethos: Built trust by grounding the narrative in real cases and testimonies.

• Pathos: Created an emotional connection with audiences through compelling characters and empathetic storytelling.

• Logos: Supported the narrative with statistics, facts, and social research, lending intellectual credibility.

This holistic strategy ensured that the film was not just seen but felt and discussed, creating the kind of audience engagement we aspired to. We based the engagement strategy on the Proceedings of the 2024 International Conference on Gender Research and Social Development, 2024, which analyzes how female-oriented films impact societal perceptions and engage audiences, revealing strategies for creating content that resonates and fosters positive change.​ The production process was heavily informed by extensive research, both academic and field-based, on media representation, trauma, and ethical storytelling practices. We were particularly influenced by global principles such as the UN's “Do No Harm” framework, which guided the decision to avoid direct depictions of violence. Instead of shock value, we aimed for emotional resonance and reflective engagement.

While many films end with credits and music, we made a conscious decision to omit both. This wasn’t an oversight—it was a symbolic choice. We wanted the film to end in silence, leaving viewers in a state of contemplation. This silence mirrors the real-life silence surrounding sexual harassment in Pakistan. By not giving the audience closure, we emphasized that for many survivors, their stories remain unfinished, unresolved, and unheard.

The visual style challenges conventional cinematic norms. While the film employs strong imagery, it maintains minimalist aesthetics. This simplicity allows the emotions and message to take centre stage, unburdened by excessive effects or dramatic overtures. It explores narratives of violence and resistance among South Asian women, providing context for creating media that challenges societal norms and discusses the evolution of feminist media studies and how audience interpretations can inform the creation of media products that challenge traditional conventions based on the book feminist reception studies in a post-audience age.

One major departure from industry norms was in the design of the postcards and posters. Unlike typical film marketing, we excluded actor names from postcards to direct the viewer's focus towards the title, symbolism, and imagery. We wanted people to remember the message, not just the cast. This subversion of expectations aligns with the broader goal of using media not for entertainment, but for social change.

The film itself breaks structural conventions.

 It does not follow the classic three-act structure, nor does it offer a traditional resolution. Instead, it functions like a qualitative research probe—open-ended, intentionally unresolved, and designed to provoke thought rather than provide answers. This structure mirrors the real-life complexity of sexual violence, where resolution is often elusive.  We deliberately used enigma code in our film instead of wrapping things up neatly with a clear-cut ending, we left it open ended and thought provoking. The idea was to spark discussion and keep people talking long after the film ended. It was a way to make the film stick with the audience and encourage deeper engagement.

 It departs from the convention of having limited characters and instead uses a montage to showcase many characters with varied short story lines, this is to highlight the intersectionality of the issue of sexual violence. This also made the film inclusive and diverse in casting, giving it a more real-world feel. Even the locations are commonplace to amplify this relationship of quotidian to the enormity of these violent acts and their impacts.

Through all these choices guided by theory, research, and ethical considerations—we’ve created a product that not only tells a story but challenges the way stories are told. It is a film that lives beyond its runtime, inviting reflection, discussion, and most importantly action.