Arshmaan Ali Khuwaja

Arshmaan Ali Khuwaja is Creative Director at Steer Media, with over sixteen years of experience across creative design, website design, UX/UI design strategy, photography, video production and digital media buying, marketing products that range from FMCG to houseware.

At a glance

Strategy before craft

His strength is strategy that improves return on investment and keeps customers once they arrive. That means communication built to raise brand recall and to make the customer lifecycle feel continuous across every channel. It extends into website management, e-commerce usability and online retail, where the difference between a brand that converts and one that doesn’t is usually in the structure, not the visuals.

A certified photographer, taught by doing

Arshmaan is a certified photographer and has been shooting since 2011, the year he started the Karachi Photo Walk. It was a new kind of photography event for the city at the time, and it has since run four times. Most of what he knows he learned hands-on, on real jobs, working alongside well-known artists from the Pakistani media industry.

Where AI fits

The studio uses AI in concepting and production to get from brief to finished design faster, while people keep the taste decisions. Every output is still art-directed and checked before it ships.

Steer Media is a team of discipline specialists in brand, film, photography, digital and campaigns, working from studios in Dubai and Pakistan. Arshmaan sets the creative direction across both studios, and each discipline team carries it through to the finished work.

• About the studio The company, its two studios and how the work is organised.
• Case studies Work for LWK + Partners, Jazaa, Apollo and more.
• AI ad films Generative film, directed by people who know the brand.
• The journal Notes from the studio on production, strategy and AI.