Asma Humayun is a globally recognised creative leader, filmmaker, and storyteller with two decades of experience shaping work across creativity, culture, and social impact. Her portfolio spans award-winning brand campaigns and advocacy-driven films that have shifted public perception, influenced policy, and sparked meaningful cultural conversations worldwide.

As Founder, Global Creative Director, and Senior Producer of Shiny Toy Guns - one of Pakistan’s only female-owned service-based production companies in the advertising industry, Asma has led landmark campaigns for leading global brands and humanitarian organisations. Her work has earned some of the industry’s highest honours, including Pakistan’s first-ever Cannes Lions Grand Prix for Good, a Glass Lion for Change, and Best of Show at The One Show. She has also been recognised by D&AD, The One Show, Clios, ANDYs, LIA, Effies, Dubai Lynx, Loeries, and MADSTARS.

In The One Club Global Creative Rankings 2025, Asma was named the leading director in Asia Pacific, ranking highest in the Non-Profit and Print & Promotional disciplines. She has also been featured in Campaign Asia-Pacific’s Women to Watch and Campaign UK’s 40 Over 40.

Asma is among the first Pakistani filmmakers to serve on both the Cannes Lions Jury and the Spikes Asia Film Craft Jury, and has served on numerous global juries, bringing a distinctive Global South perspective to the industry’s most influential creative forums.

Now based in the UK, she continues to collaborate with global brands, agencies, and content studios, championing bold, culturally resonant ideas that push creative boundaries and drive real-world impact.