Pioneering service-based production company Shiny Toy Guns has expanded to the UK, marking a significant new chapter for the female-led independent company which is known for work spanning advertising, film, and cultural storytelling.
Founded in Pakistan in 2017 by filmmaker, director, and creative leader Asma Humayun, Shiny Toy Guns has built an international reputation for emotionally driven storytelling rooted in craft, cultural truth, and social impact.
With its new London office, the Shiny Toy Guns vision is to create stronger creative exchange between the UK and emerging talent across Southeast Asia, Turkey, and the Middle East, specifically in the areas of post-production and craft. The company aims to become a conduit for exchange and discovery of diverse creative voices and perspectives in order to collaborate more fluidly within the UK industry.
Whilst commercial production will remain at the core of Shiny Toy Guns, the company is seeking to create work that establishes meaningful cultural and social impact, using storytelling as a way to contribute positive change to the wider world.
Asma Humayun, Founder, Shiny Toy Guns said: “At its core, Shiny Toy Guns is built on the belief that creativity is strongest when different perspectives come together. Expanding into the UK gives us an opportunity to foster new collaborations, connect exceptional talent across borders and create a genuine exchange of ideas between creative communities. We’re excited to build partnerships that not only deliver outstanding work, but also harness the power of storytelling to create meaningful social and cultural impact.”
The UK opening follows an award-winning period of creativity. In the recently announced One Club Global Creative Rankings, Asma was ranked number 1 Director in Asia Pacific for Creative Effectiveness, while Shiny Toy Guns has been ranked number 1 Production Company in Pakistan. The company is also number 13 in the Loeries Creative Rankings, becoming the only production company from Pakistan represented within the global top tier.
Known for work that balances cinematic craft with cultural impact, Shiny Toy Guns has produced internationally recognised campaigns including Child Wedding Cards for UN Women Pakistan and Impact BBDO Dubai, which helped spark national conversation around child marriage legislation in Pakistan and went on to win the Cannes Lions Grand Prix for Good, alongside major honours from The One Show, D&AD, Clio Awards, and ANDYs.
The company’s work also includes Schoolgirl Newscasters, a nationally broadcast campaign focused on girls’ education that received international recognition including a Glass Lion for Change at Cannes Lions. Beyond this, Shiny Toy Guns has collaborated with a range of global and regional brands including The Coca-Cola Company, PepsiCo, Procter & Gamble, Nestlé, Toyota, Red Bull, Unilever, PUBG Mobile, Emaar, and UN Women.
