The Art of Emotional Storytelling: A Conversation with Ahmad Parsa
In the latest episode of Cozy Corner with Hossein Nasiri, the focus shifts to the vibrant and challenging world of music videos, as Ahmad Parsa, an acclaimed filmmaker and visual storyteller, takes the stage. With over a decade of experience, Parsa has become a defining voice in Iran’s music video industry, blending sound and visuals to craft narratives that resonate deeply with audiences. This episode dives into Parsa’s creative process, the challenges of working within Iran’s constraints, and the emotional power of visual storytelling.
From Passion to Professionalism
Ahmad Parsa’s journey began with a simple yet profound love for visual storytelling and music. As a teenager, he found himself visualizing narratives for songs he listened to, letting his imagination shape scenes and characters. This innate curiosity soon led him to the realm of music videos, where his passion for blending sound and visuals found a natural home.
Reflecting on his beginnings, Parsa shares how he immersed himself in learning—studying music videos, exploring filmmaking techniques, and constantly experimenting. “I spent mornings watching music videos and campaigns, and nights devouring films and series,” he recalls. This commitment to building a mental “encyclopedia” of creative tools laid the foundation for his unique style.
Parsa’s early years were marked by an insatiable curiosity, often watching behind-the-scenes footage of global music videos and dissecting every frame. “I wanted to understand how things were made. What lenses were used? What kind of lighting was chosen?” he explains. This relentless research helped him develop a deep technical understanding of the craft, even before he started creating his own projects.
The Iranian Music Video Landscape
Despite its potential, the music video industry in Iran remains largely unrecognized and underground. Parsa notes that this lack of formalization has stifled the growth of the industry, limiting resources and opportunities for collaboration. However, he also highlights how these constraints have sparked innovation and creativity.
“Restrictions can lead to remarkable breakthroughs,” he explains, emphasizing how Iranian artists have managed to produce globally competitive outputs despite limited resources. Yet, challenges remain—economic barriers, ideological red lines, and the absence of a structured industry continue to hinder progress.
Parsa reflects on the evolution of music videos in Iran, from the early days of IranMusic to the emergence of PMC, which brought a more professional lens to the craft. “We used to shoot videos with basic cameras on rooftops or in the streets. Now, the standards are higher, but the industry is still far from being officially recognized,” he says.
This underground nature of the industry has created a paradox. On one hand, it allows for artistic freedom and experimentation. On the other, it limits financial support and formal acknowledgment, preventing music videos from reaching their full potential as a respected art form.
A Story Thief’s Perspective
Describing himself as a “story thief,” Parsa draws inspiration from everyday life, conversations, and observations. “Every interaction is an opportunity to learn,” he says. This approach allows him to infuse authenticity and depth into his work, creating visuals that feel both personal and universally relatable.
Parsa’s multidisciplinary curiosity extends beyond filmmaking. He finds inspiration in architecture, graphic design, photography, and even traditional Iranian carpets. This diverse palette enriches his storytelling, enabling him to craft visually compelling narratives that push creative boundaries.
“Architecture, for example, plays a huge role in my work. The symmetry, the lighting, the texture of buildings—all of it influences the way I frame shots,” Parsa elaborates. One project, shot at Takhti Stadium in Tehran, heavily drew from brutalist architecture, highlighting the interplay between space and emotion.
His ability to extract stories from seemingly mundane interactions or artistic disciplines is a testament to his keen observational skills. Parsa recalls conversations with elderly artists, saying, “Spending hours with someone who has lived for 60 or 70 years gives you insights you can’t gain elsewhere. It’s like receiving a lifetime of knowledge in a single afternoon.”
The Emotional Core of Music Videos
At the heart of Parsa’s work lies a commitment to emotional engagement. He views music videos as a medium uniquely suited to evoke powerful feelings, blending sound and imagery to connect with audiences on a profound level.
“Music and visuals are deeply tied to emotions,” he explains. This synergy allows him to create narratives that not only captivate but also inspire. Whether exploring themes of sadness, hope, or introspection, Parsa’s work consistently seeks to evoke an emotional response.
Interestingly, Parsa admits he rarely takes on projects centered around happiness. “I feel more connected to melancholic themes. It’s not that I dislike happiness, but sadness brings out the best in my creativity.”
This preference for emotionally intense projects is evident in his collaborations with artists like Yas and Sirvan Khosravi, whose music often explores personal and societal struggles. “Their music resonates with me because it carries weight. It tells stories that matter,” he says.
Balancing Constraints and Creativity
Working in an industry fraught with challenges, Parsa has learned to navigate limitations while staying true to his artistic vision. From collaborating with underground musicians to developing innovative tools for filmmakers, he has consistently found ways to adapt and thrive.
Parsa’s ability to balance creativity and practicality is evident in his transition from music videos to commercials. “Commercials allow for more creative freedom,” he says, describing how his experience with sound and visuals has enriched his advertising work. Yet, his dedication to emotional storytelling remains a constant, ensuring that even his commercial projects carry a distinct artistic touch.
“Even in a 15-second ad, I want to evoke something genuine,” he says. By applying the principles of music video direction—rhythm, pacing, and emotional arcs—Parsa ensures his commercials stand out in a crowded market.
A Legacy of Innovation
In addition to directing, Parsa has made significant contributions to the filmmaking community through his development of digital tools. From color grading presets to motion graphics plugins, his creations have become essential resources for independent filmmakers worldwide. These tools reflect his meticulous approach to visual storytelling, enabling others to achieve high-quality outputs regardless of budget constraints.
Parsa’s commitment to innovation extends to his collaborations with brands and artists. Over the years, he has worked with some of Iran’s biggest music stars, including Sirvan Khosravi, Yas, and Sina Saei, creating videos that stand out for their emotional depth and visual sophistication.
“Filmmakers often lack the resources to create high-end visuals,” Parsa notes. “That’s why I started developing tools to make those visuals more accessible.”
His company now produces presets and plugins used by filmmakers globally, helping them replicate the cinematic quality that Parsa himself strives for in his projects.
The Future of Storytelling
For Parsa, filmmaking is more than a profession—it’s a journey of self-discovery and growth. He envisions a future where his work continues to inspire and challenge audiences, exploring new mediums and narratives.
His philosophy centers around three key principles: awareness, coexistence, and balance. “Awareness is about understanding your place in the world,” he explains. “Coexistence is about learning to live harmoniously with others, and balance is about avoiding extremes in all aspects of life.” These values guide his creative process, shaping stories that not only entertain but also provoke thought and reflection.
A Call to Aspiring Creatives
Parsa’s message to young filmmakers is one of resilience and hope. “Start with what you have,” he advises, encouraging them to embrace their limitations as opportunities for growth. He emphasizes the importance of continuous learning, urging aspiring artists to explore diverse influences and build their own creative dictionaries.
As the conversation draws to a close, Parsa reflects on his journey and the impact of his work. “We live only once,” he says. “Let’s make it count.”
Ahmad Parsa’s career exemplifies the transformative power of curiosity, emotional depth, and relentless learning. His work highlights the potential for Iranian creatives to shape influential narratives, even within the constraints of an underdeveloped industry. Through his dedication to storytelling, Parsa continues to push the boundaries of what’s possible, inspiring a new generation of filmmakers to do the same.
