What inspired you to pursue a career in ad filmmaking, and how did you get started?
Although this question may seem easy to answer, it’s surprisingly difficult to pinpoint the exact moment it all began. I’m not sure when the canvas of real life started transforming into frames that transported me to new realms. If I had to summarize, I’d say it’s the power of visual storytelling that has captivated me since childhood. When I joined the advertising world, I realized that this visual storytelling could shape my story while keeping me behind the camera. My professional journey truly began nearly two decades ago with the start of my advertising career.
How do you keep up with trends while maintaining a unique voice in your ads?
To stay up-to-date with trends while maintaining a unique visual style, I stay informed on industry trends—and then deliberately choose not to follow them. 😀 Simple. I always keep myself aware of the latest developments in advertising, but rather than strictly adhering to trends, I use them as insights rather than a blueprint. This approach keeps my work relevant yet distinct, offering a unique perspective that stands out amidst mainstream approaches.
What challenges have you faced as an ad filmmaker, and how do you overcome them?
In Pakistan, predicting brand’s demands, feedback, and even the brief is often very unpredictable. You need strong adaptability and mental flexibility to meet the market’s needs while keeping the visual and story elements creative. Challenges like limited budgets, ever-changing technical requirements, logistics, and lack of industry standards are common, but I overcome these obstacles through innovative storytelling, resourcefulness, and building strong industry connections. However, I believe things are changing a lot for the better now.
What do you think sets a successful ad campaign apart from others?
A successful ad campaign stands apart through its concept, visual scenarios, and copy. A discerning perspective, coupled with innovative storytelling and a unique visual approach, is crucial to creating exceptional work. Always strive for perfection, as mediocrity can never create a masterpiece. Celebrity endorsement can be a factor, but it’s not the key to a successful campaign. The real focus should be on brand and consumer insights—understanding what the brand wants to convey and finding captivating ways to communicate it. Collaboration and shared understanding are essential, as the merging of diverse perspectives, talents, and expertise yields a dynamic outcome that resonates deeply with target audiences.
How do you approach the creative process for a new ad?
By redefining the fine line between ‘what is created’ and ‘what is left to be created,’ we open up a new realm of creative possibilities. The creative process for a new ad is about challenging conventional limits and rethinking the process itself. The magic lies in exploring the gaps, the spaces yet to be filled, and the unanswered questions. It’s in these uncharted territories that the most innovative and impactful ideas emerge.
What are the key elements you focus on to make an ad memorable and impactful?
Hard work and perfection. Hard work drives the dedication needed to understand the brand and its audience and to ensure every detail aligns with the overall vision. Perfection is about refining each element—from script to visuals to the final product—until it resonates and leaves a lasting impression.
Could you share how you conceptualize ideas that resonate with diverse audiences?
I start by visualizing the ad as a filmmaker, then shift perspectives to see it through the audience’s eyes, imagining how they would receive each visual. Conceptualizing involves balancing my creative vision with the audience’s expectations, as well as focusing on artistic and technical needs, and the narrative itself.
Who are some of the filmmakers or creators who inspire your work?
Steven Spielberg for his range in narrative storytelling and Stanley Kubrick for his meticulous craftsmanship and visual flair.
How do you think the ad filmmaking industry has evolved over the past few years?
Ad filmmaking is evolving at a rapid pace, but only a few impactful ads stand out. These standout campaigns create a ripple effect, sparking competition and raising expectations for other filmmakers and agencies. Many campaigns follow traditional formulas, which can make much of the advertising landscape feel predictable and repetitive.
What trends do you see shaping the future of ad filmmaking?
The ad film industry is experiencing rapid transformation driven by technological innovations, changing consumer behaviors, and new tools. We’re likely to see a surge in immersive storytelling, with technologies like VR and AR transporting viewers into brand experiences. AI-powered tools in production and post-production will also become increasingly important as the industry evolves.
How do you ensure your work reflects cultural sensitivity and authenticity?
By prioritizing originality. For me, originality means being unique, creative, and innovative.
Which ad campaign of yours are you most proud of, and why?
The recent TVC for Lake City, starring Mahira Khan and Fawad Khan, is a personal favorite. This project required shifting real estate advertising from a direct, amenity-focused approach to a 360-degree, thematic visual storytelling style. Our goal was to tell an elegant, charismatic story through each meticulously crafted frame, and the overwhelmingly positive response has been incredibly rewarding.
Another favorite is the Hanif Jewellers ad film, which featured a distinctive concept shot in nature. This project stood out for its attention to detail and elegance, requiring a delicate balance between artistry and precision.
Then there’s “Bachi Bari Khush Rahey Gi,” the famous ad film for Mughal Steel, and many others that are close to my heart.
What advice would you give to aspiring ad filmmakers?
To aspiring ad filmmakers: There’s a world beyond YouTube references and stock videos—so no more chappa (copying). Never stop learning; keep exploring, and be persistent. The industry is competitive, but with hard work, passion, and originality, you can leave a lasting mark.
Are there any upcoming projects or collaborations you’re particularly excited about?
I’m really excited about my upcoming project, ‘Akram: An Era’, a biopic on the life of cricket legend Wasim Akram. It’s a true honor to work on a project dedicated to my all-time favorite cricketer and a great friend. This opportunity feels incredibly special, and I’m looking forward to bringing his incredible journey to the screen.
What’s your favorite part of the filmmaking process?
That satisfying moment of saying, “Cut!”
One skill every ad filmmaker should master?
Stop selling ad films—start selling solutions.
A dream brand or product you’d love to create an ad for?
When I start working on a project, it becomes my dream project. For me, the idea matters more than the brand. However, I would love to create something for Ferrari.
Your go-to source of inspiration when you’re facing a creative block?
Brainstorming with my creative team. When we gather, ideas start flowing, and different perspectives come into play. It’s a collaborative process where everyone shares thoughts without judgment, which often leads to breakthroughs.
A piece of advice you received that’s stayed with you?
“There’s always another way to tell the story—keep searching until your heart says, ‘This is what you need to do,’ regardless of budgets or impossibilities.”
