Women to Watch 2024: Asma Humayun, Shiny Toy Guns

Asma Humayun

Proprietor, director and producer
Shiny Toy Guns
Pakistan

Asma Humayun's journey is a powerful tale of resilience, ambition and impactful creativity. Growing up in Karachi, Pakistan, she experienced firsthand the stark limitations placed upon girls. While her brother enjoyed freedom, Humayun found solace and escape in art, transforming her childhood restrictions into a compelling force. This early adversity fired a passion that would propel her to become a globally recognised filmmaker and a champion for women's rights.

Her education—a master’s degree in film from the University of West London—was the bedrock for her future success. She quickly climbed the ladder in Pakistan's film industry, progressing from art director to producer to director, leading productions across eight countries. A relentless pursuit of knowledge took her to New York, London, and Milan, sharpening her skills and expanding her horizons.

In 2016, she co-founded Shiny Toy Guns, a production house based in Karachi, to tell powerful stories that would ultimately drive social reform. Creative offerings from the production house have yielded remarkable results: The UN Women's Child Bride campaign directly influenced legislative change in Pakistan, while the EBM educational campaign credited to Shiny Toy Guns achieved a stunning 57% increase in girls' enrolment across 60 schools.

The statistics represent lives transformed and communities empowered. Awards and accolades have rightfully followed, including Pakistan’s inaugural United Nations Foundation Grand Prix for Good at Cannes Lions (2024), a testament to Shiny Toys Guns’ impactful campaign against child marriage; the prestigious Glass Gold Lion at Cannes Lions (2023) for gender empowerment; and numerous accolades from MadStars, D&AD, London International Awards, Dubai Lynx, and The Andys.

Humayun's leadership is as impactful as her creative work. As the sole proprietor of what is described as the only female-led video production company in Pakistan, she has actively championed gender empowerment, providing training and opportunities to fellow women in the industry. Rashna Siddiqa Abdi, founder and CCO of Vitamin C, endorses Humayun’s “commitment and unparalleled can-do attitude.” She also celebrates Shiny Toy Guns' remarkable ability to turn around projects of varying scales and Humayun's zeal to promote women in the industry and work on social causes for positive change.