Safyah Usmani

PRODUCER/DIRECTOR 🇺🇸 🇵🇰

HELLO! - I’m Safyah Usmani—an Emmy-nominated filmmaker and creative storyteller. I’ve spent my career blending emotionally impactful narratives with a deep appreciation for cross-cultural resonance. From brand films and startup storytelling to socially driven documentaries, I thrive on helping brands and audiences connect through stories that inspire and matter.Thank you for stopping by. Feel free to explore my work, reach out for collaborations, or connect with me.


BRAND FILMS


WEAVING DREAMS
Client: Coca-Cola/FIFA
Credit: Producer/Director
A heartwarming story of passion, football, and dreams coming true! Follow 15-year-old Ahmed from Sialkot as he makes history and embarks on an inspiring journey to the FIFA World Cup, proving that determination and talent can take you to the world’s biggest stage.

WOMEN'S DAY- THE TIME IS NOW
Credit: Producer/Director
This short commercial, for International Women’s Day, celebrates the unstoppable spirit of women excelling across diverse fields. From leadership to sports, it highlights how women continue to break barriers and redefine success—proving that now is the time to rise, lead, and inspire.

IT'S A LOVE STORY (REVERSING DIABETES)
Credit: Writer/Producer/Director
At 74, Jack transformed his health and reversed his diabetes by embracing a whole new way of eating. This short documentary, created for a California-based plant-based health startup, reveals his inspiring journey and the simple lifestyle changes that became his secret to better health.

HEALING STARTS AT HOME (FOOD ADDICTION)
Credit: Writer/Producer/Director
At 33, Jamie felt imprisoned by her relationship with food—until she took control and lost 200 pounds. This short documentary, created for a California-based plant-based health startup, shares her powerful journey of transformation, resilience, and reclaiming her life.

FAMILY IS EVERYTHING (POOR HEALTH HISTORY)
Credit: Writer/Producer/Director
After losing beloved family members to poor dietary choices, Brittany embraced a whole food, plant-based lifestyle. Now, she creates healthier versions of the traditional family recipes she grew up with, preserving her roots while prioritizing wellness. This short documentary, created for a California-based plant-based health startup, shares her inspiring journey.

MCKINSEY & COMPANY
Credit: Producer
This short film, created for McKinsey & Company Pakistan, showcases their impactful efforts in transforming the education landscape across the country, highlighting initiatives aimed at creating lasting positive change.

PEPSI: THE SPIRIT OF STREET CRICKET.
Credit: Producer
This short commercial for Pepsi celebrates the unstoppable passion of street cricket—where every alley becomes a pitch and every player brings the game to life. It’s a tribute to the energy, community, and love for the sport that keeps cricket thriving.

PEPSI: ROAD TO THE U-19 WORLD CUP
Credit: Producer/Director
This short commercial for Pepsi captures the inspiring journey of Pakistan’s highly talented U-19 cricket team as they prepare for the World Cup in New Zealand. It’s a story of dedication, teamwork, and the relentless pursuit of greatness on the global stage.

PEPSI- LITER OF LIGHT
Credit: Producer/Director
This video highlights Pepsi’s initiative of installing solar-powered lights in remote areas, bringing safety and hope to underserved communities. It follows Dr. Noor, whose mission to provide medical care in remote mountainous regions has become safer and more effective, thanks to these life-changing lights.

UNITY, FAITH & DISCIPLINE
Credit: Writer/Producer/Director
A short video for a Pakistani apparel brand, IDEAS by Gul Ahmed, to celebrate Independence Day of Pakistan.

INDEPENDENCE DAY
Credit: Write/Director
A short video for a Pakistani apparel brand, IDEAS by Gul Ahmed, to celebrate Independence Day of Pakistan.

HONORING FIRST FASTS IN RAMADAN
Credit: Writer/Director
This heartwarming video commercial, created for the apparel brand Ideas by Gul Ahmed, beautifully captures the joy and significance of a child’s first fast during Ramadan, celebrating family traditions and spiritual milestones.

CELEBRATING FAMILY ON EID
Credit: Writer/Director
This heartfelt video commercial, created for the apparel brand Ideas by Gul Ahmed, beautifully captures the importance of family coming together to celebrate Eid, cherishing shared moments and timeless traditions.

EMPOWERING WOMEN FOR A STRONG SOCIETY
Credit: Writer/Director
This impactful video, created for Ideas by Gul Ahmed on International Women’s Day, delivers a powerful message—true societal progress is only possible when women are supported, educated, and empowered by their families and communities.


MUSIC VIDEO


HOLLOW
Get transported into an ethereal, dreamy electropop landscape in this music video I directed for LA-based artists Haliene and Elephante.


Documentaries & Social Impact


AMEN
Credit: Writer/Director
AMEN is an ode to women and their battles worldwide, created in honor of International Women’s Day and the strength, resilience, and unity of women everywhere.

A LIFE TOO SHORT
Credit: Director
A LIFE TOO SHORT tells the story of Qandeel Baloch, a fearless Pakistani activist and social media star whose tragic killing highlighted the fight for women’s rights and freedom of expression. This documentary played a role in changing Pakistan’s laws on honor killings.Watch the full documentary on Paramount Plus.

RIGHTS NOT ROSES
Credit: Series Producer/Episode Producer
“Rights Not Roses” is part of the Emmy-nominated series Fundamental and highlights the fight to end early and forced marriages in Pakistan, where 21% of girls marry before 18. Featuring Zarmina, her family, and activists like human rights attorney Rukhshana Naz, the episode sheds light on the struggles and efforts to protect girls’ rights.

DEFENDERS OF JUSTICE
Credit: Series Producer/Episode Producer
“Defenders of Justice” is part of the Emmy-nominated series Fundamental and features Lucia Xavier and Daniele Duarte, activists leading Brazil’s feminist movement. This episode explores their fight for reproductive rights, racial justice, and gender equality amidst rising extremism, as Brazil’s Supreme Court debates decriminalizing abortion.

LIVING OUT LOUD
Credit: Series Producer/Episode Producer
“Living Out Loud” is part of the Emmy-nominated series Fundamental and delves into Georgia’s struggle with homophobia and transphobia amidst the powerful influence of the Christian Orthodox Church. Featuring feminist activist Eka Aghdgomelashvili and young artist Eka Tkemeladze, the episode highlights their fight for LGBTQI rights and anti-discrimination laws in the lead-up to the IDAHOT rally.

RISING POWER
Credit: Series Producer/Episode Producer
“Rising Power” is part of the Emmy-nominated series Fundamental and takes us to Madison, Wisconsin, where Freedom Inc. co-directors Kabzuag and M lead efforts to combat systemic oppression. Through a multiracial, multilingual, and multigenerational approach, they empower marginalized communities to tackle issues like education reform, police brutality, women’s safety, and mental health, creating a path toward shared liberation.

GIRLS AT THE HEART OF IT
Credit: Series Producer
“Girls at the Heart of It” is part of the Emmy-nominated series Fundamental and follows young Kenyan women from Akili Dada, a grassroots organization empowering girls aged 13-22 to become leaders. Through advocacy and education, they challenge norms, promote sexual and reproductive health, and shape brighter futures under the guidance of Executive Director Purity Kagwiria.

MIDNIGHT FURY
Credit: Producer
Midnight Fury is part of HOME 1947, a series of short documentaries created for an immersive walk-through exhibit at The Lowry in Manchester. This poignant story reflects on the Indo-Pak partition of 1947 through the eyes of a young boy who, after losing his parent, finds his home transformed into a memory of heartbreak and grief.HOME 1947 revisits the mass displacement of over 10 million people during the partition, offering an intimate lens on history through personal stories of those who lived through it. Commissioned by Manchester International Festival, the British Council, and Super Slow Way, and produced by Manchester International Festival and The Lowry.

WEAVING MEMORIES
Credit: Producer
Weaving Memories is part of HOME 1947, a series of short documentaries created for an immersive walk-through exhibit at The Lowry in Manchester. Through a poignant poem recitation, it reflects on the simple joys of life—like playing hopscotch with a friend—now transformed into distant memories amidst the unpredictability of life after the 1947 partition.HOME 1947 revisits the mass displacement of over 10 million people during the partition, sharing deeply personal stories from those who lived through it. Commissioned by Manchester International Festival, the British Council, and Super Slow Way, and produced by Manchester International Festival and The Lowry.

SILENT MEMORIES
Credit: Producer
Silent Memories is part of HOME 1947, a series of short documentaries created for an immersive walk-through exhibit at The Lowry in Manchester. It tells the story of a woman’s journey from the grandeur of a haveli to a shack with a tin roof, reflecting on the devastating impact of upheaval, turmoil, and displacement on her and her family during the 1947 partition.HOME 1947 revisits the mass displacement of over 10 million people during the partition, sharing deeply personal stories from those who lived through it. Commissioned by Manchester International Festival, the British Council, and Super Slow Way, and produced by Manchester International Festival and The Lowry.

HONOR KILLING
Credit: Director
This powerful Public Service Announcement (PSA) is part of the #TimeForRealHonour campaign, launched by the Federal Ministry of Law and Justice Pakistan in collaboration with the European Union Delegation, to raise awareness about the devastating impact of honor-based killings in Pakistan.Released to mark the International Day for the Elimination of Violence Against Women, the film portrays a heart-wrenching narrative of a father consumed by societal pressure and misguided beliefs about honor. As whispers and gossip plague his community, he is driven to a tragic act, only to realize too late how deeply he was mistaken. This PSA underscores the urgency of dismantling harmful cultural norms and highlights the existing legislative framework aimed at eradicating honor killings in Pakistan.

SEEKING JUSTICE
Credit: Producer
This episode of Seeking Justice highlights the struggle for women’s inheritance rights through the story of 90-year-old Tahira Sultana from Lahore. For over five decades, she has fought a legal battle with her brother-in-law, who denied her share of her late husband’s property.
Though the Supreme Court ruled for the property’s auction, Tahira continues to face restricted access and buyer hesitation due to ongoing family conflict. Her story reflects the broader challenges many women face in claiming their rightful inheritance.

SEEKING JUSTICE
Credit: Producer
This episode of Seeking Justice highlights the fight for inheritance rights through the story of a widow in Nawabshah who lost her husband to cancer in 2018. Despite being assured a share in his property, her in-laws denied her rightful claim and even suggested she remarry to avoid giving her inheritance.Refusing to back down, she sought help from the Legal Aid Society, where her lawyer gathered the necessary legal documents, including her husband’s death certificate and marriage records, to file for a Mutation of Property and pursue her rightful share.

BLASPHEMY LAW
Credit: Producer
Content Warning: This film contains references to religious persecution and threats of violence. Viewer discretion is advised.The film explores the plight of non-Muslims in Pakistan who have to contend with the misuse of blasphemy laws against them. By focusing on the story of a Christian mechanic who was charged with blasphemy for rightfully demanding money owed from his client, the film highlights how Section 295-C has become a tool for exploitation and oppression of non-Muslim minority groups.

REPRESENTATION- WOMEN IN MEDIA
Credit: Producer
This film highlights the systematic oppression women face on a daily basis at work in the media industry in Pakistan. We are introduced to three veteran female journalists, all of whom describe their individual experiences with harassment. Through their brave stories we understand not only how power is used against womankind, but also see how women are rarely ever safe in public places or even taken seriously in the workplace, and face a constant struggle just to prove their worth.

SEEKING JUSTICE: ANTI-AHMADI SENTIMENT
Credit: Producer
Content Warning: This film contains references to religious persecution and threats of violence. Viewer discretion is advised.This powerful film exposes the deep-rooted anti-Ahmadi sentiment in Pakistan, sharing the story of a young man whose life was put in danger after his faith was discovered by a friend. His experience reveals the harsh reality of systemic discrimination and the extreme measures many members of the Ahmadi community must take to protect themselves.

SEEKING JUSTICE: ALL SAINTS CHURCH ATTACK
Credit: Producer
Content Warning: This film contains references to terrorism, violence, and trauma. Viewer discretion is advised.This film explores the devastating terror attack on Peshawar’s All Saints Church and its lasting impact on the Christian community. While physical wounds have begun to heal, the psychological trauma and fear of further violence remain deeply present, compounded by the ongoing stigma and oppression faced by religious minorities in Pakistan.


About


I’m Safyah Usmani, an Emmy-nominated filmmaker, Fulbright Scholar, and storyteller passionate about creating emotionally resonant, visually striking narratives that inspire connection and dialogue. My work spans both commercial and social spaces, blending bold storytelling with human depth to leave a lasting impact.With over a decade of experience across 8 countries, I’ve directed and produced documentaries, branded content, TV commercials, and music videos. As an artist, my storytelling explores themes of identity, culture, and resilience, shedding light on the complexities of human experience and societal structures. As a commercial storyteller, I focus on crafting visually powerful campaigns, emotionally engaging narratives, and culturally relevant content that helps brands build authentic connections with their audiences.I believe in the transformative power of stories and bring emotional depth, creativity, and cross-cultural sensitivity to every project I take on. Whether working on a global campaign or a socially driven documentary, my goal remains the same: to create meaningful, visually captivating narratives that inspire change and resonate deeply.


PUBLISHED MATERIAL, SPEAKING EVENTS & SCREENINGS



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