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IMPACT has learnt that Director Afshan Shaikh has moved on from Good Morning Films to launch her own production house, Not Bad Films.
Confirming the development to IMPACT, Afshan shared, “The objective was to create a language of films that I truly believe in, so my production house eventually becomes an identity for the kind of work I have done over the years. Advertising is very important to me; it’s not a stepping stone to move to long format. We love advertising, and we believe in the commercials we make. For the industry to associate with my storytelling is something very important to me. It’s not just a business; making commercials is my life, and I breathe advertising. Making kick-ass advertising is what I propagate, and I will continue to do that in this ever-evolving industry."
“In these times, when the attention span of people is so short, creating a timeless piece of advertising and making something memorable are my beliefs and the ethos of my production house. It’s not about just doing a commercial; I believe in my filmmaking’s ability to build a brand and see the bigger picture in the script sent by the agency and client, rather than just treating it as a job that needs to be filmed. The ethos of a brand is important to me,” she further added.
Afshan began her career in the ad film industry with Good Morning Films, where she directed numerous ad campaigns for brands such as Amazon, Titan, Livon, The Hindu, and Cadbury, among others. She is known for her diverse range, stylistic aesthetics, and narrative-driven approach. One of her notable works, ‘The Artist’ for ITC Savlon, has won multiple awards.
