The first project I ever made was a music video for myself, when it got picked by TV, I continue creating music videos for well-known Pakistani musicians. I then moved into commercials with Nestle, my first client. The next big step in my career was my work for MeatOne’s viral commercial, which was the first-ever meat commercial to be made in Pakistan. This was the beginning of establishing the food filming industry in Pakistan and I became known as THE director for all food and beverage commercials and worked with Coca-Cola, Pizza Hut, Pepsi co., Amstel, etc.

As it seemed, I had reached a glass ceiling in the local market; my next natural step was to move to another country. Being an explorer, I often find inspiration in travel. Meeting new people, seeing new places, and experiencing new cultures it’s how I discovered the stories I want to tell. This was exactly how I ended up creating ‘Katalina’, a short documentary. I was walking the riverside in northeast London and discovered a community of people living on boats, the film took a life of its own from there.

For me, films intend to help us explore, whether it’s the world or ourselves; as an explorer myself, I want to make films that make you see the world in a different light. These are the types of films I want to create; I want to tell meaningful, complex stories in which the audience can find a new side of themselves.

‍