Asad Ilyas, creative director
Creative director · Metro Vancouver
ٱلسَّلَامُ عَلَيْكُمْ
as.sa.laː.mu ʕa.laj.kum
peace be upon you
Welcome to my little corner of the internet. Grab a soul snack from the blog, wander through the work, or just say hi. Kick off your shoes — this space is yours too.
Hi, I'm Asad
I'm a creative director and the founder of Aflak Studios, a Canadian cultural storytelling studio. Before any of that, there was Meal Donate — a youth-led nonprofit I co-founded in Karachi.
These days I direct campaigns and films for people with something worth saying, teach with The Photo Academy, and write soul snacks on the side. One hadith runs through all of it.
The brief
It all started with a hadith.
The son of Adam's feet won't move on the Day of Judgement until he is asked about five things.
Jāmiʿ at-Tirmidhī 2416
لَا تَزُولُ قَدَمَا ابْنِ آدَمَ يَوْمَ الْقِيَامَةِ مِنْ عِنْدِ رَبِّهِ حَتَّى يُسْأَلَ عَنْ خَمْسٍ: عَنْ عُمُرِهِ فِيمَا أَفْنَاهُ، وَعَنْ شَبَابِهِ فِيمَا أَبْلَاهُ، وَمَالِهِ مِنْ أَيْنَ اكْتَسَبَهُ وَفِيمَ أَنْفَقَهُ، وَمَاذَا عَمِلَ فِيمَا عَلِمَ
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01
Your life — what did you do with it?
Time is the brief.
A life is spent in hours. So is a shoot, a cut, a caption. I work like the clock is being watched.
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02
Your youth — what did you wear it out in?
Wear it on the work.
Energy, craft and obsession belong on the page. If I have it to give, it goes to stories that deserve it.
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03
Your wealth — how did you earn it?
Clean money, clean frame.
Who I work for shows up in what I make. The standard is older than any paperwork.
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04
Your wealth — how did you spend it?
Return more than you take.
From Meal Donate onward, the work has tried to put something back — pro bono, mentorship, a platform for smaller voices.
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05
Your knowledge — what did you do with it?
Pass the torch.
What I learn, I teach — The Photo Academy, workshops, keynotes. It isn't a side project. It's the last question.
Everything below is a draft of my answer.
Creative space
Stories I've been trusted to hold.
Your zakat, their hope
A Ramadan campaign for interest-free microfinance and education in Pakistan, seen by 200,000+.
Ramadan Recharged
A calm, faith-led series on Muslim mental health, lit soft and warm.
25th Anniversary
Five Port Moody locations in one day. Wrapped 30 minutes early.
Selfography commercial
A 14-person cast, a 7-person crew and 360° light. Seen by 500,000+.
Day of Arafah, Victoria
A short documentary on the city's first Arafah Day street gathering.
PrintPal at Arab Bazaar
A booth plan, a team and a voice for the brand. About 400 visitors and 25+ orders.Soul snacks
Something to chew on.
Short reflections on faith, craft and the people in between.
All soul snacks