Selma Ahmed is a proudly Pakistani, Muslim Creative Director at BBH London. Together, with her partner Genevieve Gransden, she’s created global campaigns for major brands including Peloton, booking.com, EA Sports’ FIFA, H&M, John Lewis & Haagen-Dazs.

She was behind the widely acclaimed ‘WeThe15’ campaign for the International Paralympic Committee – a global human rights movement to end discrimination for those living with disability.

The work was nominated for a Sports Emmy and won 2x Cannes Lions for Film Craft & Sustainable Development. She was also responsible for the EA Sports’ FIFA ‘Midnight Ramadan League’ – where a real Muslim team was put into the virtual game, winning Channel 4’s £1 million Diversity in Advertising Award, a Cannes Entertainment Lion for Sport, and many others.

Selma hopes that by blazing a trail in the industry she can inspire other people of colour and especially those from working class backgrounds to join the industry without comprising who they are and where they’ve come from – after all ‘if you can’t see it, you can’t be it’.