As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Creative Spotlight”, a regular feature that focuses on up-and-coming talent in the ad world.
On tap this week is Salman Nasir, Creative Manager at IAL Saatchi in Lahore, Pakistan.
Name: Salman Nasir
Agency: IAL Saatchi
Position: Creative Manager
Hometown: Lahore, Pakistan
Current Location: Lahore
Education: National College Of Arts, Bachelors in Visual Communication Design, 2018
How did you get your first break in the industry?
I started my career at a digital agency when I was in my third year at college. Overall I experienced a lot, worked on film making, DVC productions, and even got the opportunity to direct and produce videos on my own. I had the chance to meet several interesting people in the industry who shared their stories.
All the experienced combined helped me realize I was carved out for the agency and this was later proven true when at college while tending to my thesis, I got a job offer for Saatchi.
What is your personal mantra?
“Live for people.”
I believe it really helps you grow as a human being. It’s easier said than done. When you live for others it helps you grow as a human being, because you come out of yourself and in the process of understanding others you end up understanding yourself better.
From what person, place, or thing have you drawn your greatest creative inspiration?
Scooter rides in Lahore with my father and interesting conversations with random people on the streets of Lahore. After getting back, my father “Mr Nasir Mehmood Nazish” always asked me to make write or draw something. I believe the exercise is still helping me in my profession. He was an Arts & Culture enthusiast, a Writer and Calligrapher. He is my biggest inspiration.
What do you love about the job?
Some of the great things about this job are; the speed, and how the entire team gets together, exchanging creative ideas to come up with something amazing and finally, once approved, you get to see it displayed on a massive scale. It’s like with every piece of work you do, you are connecting with billions and trillions of life beings on earth.
What about your job are you not so crazy about?
The crazy hours.
Advertising leaves you with time for little else. The ad-hoc nature of the job keeps you from making any sort of plans outside of work and your personal life gets compromised, especially when there are important people in your life who are dependent on you for various reasons.
What is some work you’ve done that you’re most proud of?
Among other achievements I have worked on numerous campaigns for the PEPSICO portfolio which gave me a sense of achievement in the commercial domain, however, on a more personal level, I feel my thesis at NCA was one of my best creations. And I use the term, ‘heart and soul’ here because the whole process of it demanded nothing less.
The project initially stemmed from my interest in Sufi folk music, few verses I read by the great poet, Mian Muhammad Baksh Sahab, triggered my desire to study Saif-ul- Malook in detail. My thesis might not have done justice to Mian Sahab’s work but the entire process of reading about his life, his work and how it relatable it is to our lives even in this day and age, the pearls of wisdom, made me want to give it my all and my best.
If you had to choose another career what would it be?
A musician. Since childhood on various occasions, I have been told I sing well by family, friends, and strangers, however, I feel I still have a long way to go. The thought that I can’t give time to music bothers me a great deal but then I tell myself one day I’ll have enough time and resources to establish my own recording studio or at least come with my own album.
I see music as a spiritual form of expression and if it’s not having that sort of effect on the listener then I believe it to be a waste of time and effort, both producing and listening to such music.
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