Globally recognised creative leader, filmmaker, and storyteller with two decades of experience shaping work at the intersection of creativity, culture, and social impact. Her award-winning brand campaigns and advocacy films have shifted public perception, influenced policy, and sparked meaningful cultural conversations worldwide.

She is the Founder, Global Creative Director, and Senior Producer of Shiny Toy Guns, Pakistan’s only female-owned, service-based production company in advertising. Her work has earned some of the industry’s highest honours, including Pakistan’s first Cannes Lions Grand Prix for Good, a Glass Lion for Change and Gender Empowerment, and Best of Show at The One Show, alongside recognition from D&AD, Clios, Andys, LIA, Effies, and many others.

In The One Club Global Creative Rankings 2025, Asma was named the leading director in Asia Pacific, ranking highest in Non-Profit and Print & Promotional. She has been featured in Campaign Magazine’s Women to Watch Asia-Pacific and Campaign UK’s 40 Over 40, and made history as the first Pakistani filmmaker to represent the country on both the Cannes Lions Jury and the Spikes Asia Film Craft Jury.

Beyond these roles, Asma has served as a jury member for several leading international award shows, including the Drum Awards, Cresta Awards, Effies, and other global creative and effectiveness juries, bringing a distinct South Asian and culturally grounded perspective to the evaluation of world-class creative work.

Now based in the UK, Asma continues to collaborate with global brands, agencies, and studios on cross-cultural projects, championing craft-led storytelling that moves audiences and drives real-world impact.