Ahmar Shahid, a dedicated student of Film and TV in his final year. But his journey into the world of filmmaking and storytelling started much earlier. Over the past two years, he has been creating content that goes beyond the usual, choosing a path that reflects both his passion and his vision.
While many young filmmakers turn to short reels and social media trends for quick recognition, Ahmar decided to take a different road. He believed that true storytelling should not just chase fame but should also preserve culture, highlight talent, and inspire audiences. That belief became the foundation of his work.
Together with his friend Jawad, he started a project that introduced Pakistan’s handcrafted traditions to a new audience. From embroidery to weaving, from pottery to traditional designs, the team began documenting the artisans who keep these crafts alive. These were stories that had rarely been told before, and the response was overwhelming. People appreciated this fresh perspective, and soon, news channels, NGOs, and cultural institutions began reaching out.
This recognition opened the door to many opportunities. Ahmar and his team began shooting documentaries and traveling across Sindh, where they covered artisans from Khairpur, Sukkur, Hyderabad, Karachi, Mirpur Khas, and Jamshoro. They even spent three months in Tharparkar, focusing on the traditional art of Ralli-making, a project that became one of their milestones. During this time, they also captured behind-the-scenes footage for a Coke Studio 2025 song, which gave their work an even wider platform.
Their dedication to craft storytelling attracted collaborations with well-known names. They partnered with brands like Nishat, Mushk, Breeze, and Kishmish (USA), along with UK-based designers and several international NGOs. These collaborations not only helped financially but also gave artisans the exposure they deserved. The content was not just about showing objects being made; it was about giving voice to the people behind them—their struggles, their lifestyle, and the cultural values they represented.
As the projects grew, so did the mission. The team moved from showing handcrafts to telling human stories. They began exploring the cultural identity of Pakistan, traveling from Sindh to the northern regions, including Kashmir. Each city revealed a new side of Pakistan, its traditions, and its people. The diversity of cultures, designs, and ideas made the journey both exciting and meaningful. Recently, they completed a new series titled Northern Crafts of Pakistan, which will soon be released.
The core message of Ahmar’s journey is simple but powerful: follow passion, not trends. It is important for young people to work on what they truly care about. If someone loves culture, then document culture. If someone feels strongly about social issues, then create content around those issues. When passion guides the work, both fame and financial success will follow naturally.
The inspiration for this path came from Ahmar’s childhood. He grew up watching his grandmother embroider by hand and make roti baskets. These memories stayed with him, sparking a lifelong curiosity about how things are created by hand. That curiosity transformed into storytelling through film.
Looking ahead, Ahmar and his team are now expanding their vision. While cultural projects will remain important, they have also started addressing social issues through films and documentaries. Current projects include short films on abortion, child labor, child abuse, and the lack of toilets in rural Sindh. The aim is to bring attention to problems that often remain hidden but need urgent solutions. By turning the camera toward these realities, the team hopes to spark conversation and inspire change.
The journey of Ahmar Shahid shows that filmmaking can be more than entertainment. It can preserve culture, uplift communities, and create awareness about real issues. It proves that authentic storytelling, even when different from the mainstream, has the power to connect people and leave a lasting impact.
In the end, the lesson is clear: stay true to storytelling. Trends may bring temporary fame, but real stories carry purity, depth, and the ability to inspire generations.
