Direction | Photography | Everything in between
I picked up a camera before I picked up a business plan.
Growing up in Lahore, I was obsessed with how images could shape perception. I started as a photographer — learning light, composition, and the discipline of capturing a moment that tells a complete story in a single frame. That led to filmmaking, then to directing, and eventually to understanding that every brand is really just a story waiting to be told properly.
In parallel, I founded Add Hype — a content creation agency and production house that has grown 700% in a single year, now operating across Dubai, Lahore, and Toronto. Through Add Hype, I’ve served over 60 clients including Tom Ford, Estee Lauder, Emaar, Birkenstock, Bobbi Brown, and Clinique.
But I’m not just building one company. I lead Tech Hype, a UAE-based technology studio. I co-founded Exyst, a direct-to-consumer lifestyle brand. I created Pakistan Food Portal, a platform dedicated to celebrating Pakistani culinary culture. And I’m now actively investing in what comes next — with three new ventures in fashion, AI content, and skincare in advanced stages.
That instinct for storytelling is the thread running through everything I’ve built. My first major break was directing a campaign for Nestle. That opened doors across the Middle East and Africa, and over the next decade I’ve directed over 180 commercials, fashion films, music videos, and digital video campaigns for brands including Canon, Roche, Samsung, Audi, Qatar Airways, Air France, The Ritz-Carlton, MAC, Jo Malone, and dozens more.
I host “Beep Beep It’s Me!” — a podcast on YouTube where I have unfiltered conversations about creativity, branding, advertising, and the realities of building businesses in South Asia and the Gulf.
I hold a Bachelor’s in Marketing and Media from the Lahore School of Economics. I split my time between Dubai and Lahore. And I’m still the person who picks up a camera when the moment is right.
I don’t just consult. I build. I operate. I invest. I put my name on things and I make them work.
