I’m a creative director and producer, and the founder of Spicy Alii Inc., a creative production studio working across film, campaigns, and live experiences.

My work sits at the intersection of storytelling and lived experience. I was born in Qatar with roots in Pakistan, and that background shapes how I see the world and the kind of work I create. It’s always grounded in emotion, identity, and connection.

Before stepping fully into film and production, I worked in design and marketing, building systems, campaigns, and creative strategies for brands. That foundation still informs my approach today. I care about making work that not only looks good, but performs, connects, and lasts.

Through Spicy Alii, I collaborate with brands, artists, and organizations to create work that feels honest and culturally relevant. Much of what I do centers queer and BIPOC communities, not as an angle, but as lived experience. The goal is simple: create stories, campaigns, and experiences that people can see themselves in.

My campaign work includes award-winning projects for The PrEP Clinic, where I’ve led creative direction and production across initiatives that blend education, culture, and community impact.

Alongside commercial work, I’m expanding into long-form storytelling. I’m currently developing a feature documentary on an HIV orphanage in India, supported by the Telefilm Canada Talent to Watch program, with additional support from Conseil des arts et des lettres du Québec (CALQ). I’m also developing My Gulabi Baby, a bold, queer, South Asian musical set entirely inside a Toronto apartment.

My work has been recognized by Applied Arts and nominated for a Shorty Impact Award, with projects selected for festival circuits and industry programs.

At the core of everything I do is a belief that creative work should feel personal. Not manufactured. Not surface-level. But something built with intention, care, and a real understanding of the people it’s meant for.

Spicy Alii exists to make that kind of work.