Interview
Riyan Durrani
Anomaly Films, United Kingdom
Riyan Durrani is a Director and Co-Founder of Anomaly Films, one of Pakistan’s leading production houses. With 6–7 years of experience across directing, writing, and producing, he brings a story-first approach to every project he takes on.
1 Congratulations on your achievements in the MUSE Creative Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?
I’m Riyan Durrani, Director and Co-Founder at Anomaly Films, one of Pakistan’s leading production houses. I’ve been directing, writing, and producing for the last 6–7 years, and boy, has it been a ride!
2 What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?
Winning is always great, but being acknowledged for your work on a global level is always another high! Seeing some of my peers up on that list and winning against/with them is incredible!
3 Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today’s industry?
I’ve always loved doing car films but with a story! I guess sticking to the basics worked. We just tried telling a good story.
4 What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?
Substance over style! I just tried telling a good story and not just pursuing style for the sake of it.
5 Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?
Budgets and execution are always challenging. On GWM - The Calling, we specifically wanted to use Unreal, but not just as a stylistic choice. We had to build a story around it to justify its use and give a certain look to our film. Blending that with live-action shots was, I guess, the biggest challenge.
6 Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?
Winning does come with its perks, but we’re just focusing on pushing forward and making a greater mark on the global landscape.
7 What has the reaction been from clients, audiences, or stakeholders about your winning entry? Any feedback or memorable moments that stand out?
Oh, I’ve been so blessed to work with some amazing clients. The amount of trust they put in us is always encouraging and makes me strive to go the extra mile for them.
8 For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?
Just make art, and do justice to it and yourself. Consider yourself privileged to be in a position to create! Hard work and an honest approach never go unnoticed.
9 The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?
Change is good. It makes you strive to be better every day and be able to stand head-to-head with your contemporaries.
10 Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?
I would say to them, you’re privileged to be able to make or create art. Show that to the world, and there will always be somebody out there who loves what you do.
11 Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?
I’m constantly reminded by them all how I need to up my game every single time. I don’t think I’d be here without them!
12 Winning is a team effort in many cases. Is there someone or a group of people you’d like to dedicate this achievement to, and why?
Oh, there are so many people out there who deserve to be mentioned. And they all know who they are. Some of my longtime collaborators, friends, and family — I wouldn’t be who I am today without them!
13 If you could describe your award-winning entry in one sentence, what would it be and why?
GWM - The Calling is all about shifts in perspective. How we see ourselves and the world around us. We can either trap ourselves in the noise around us or liberate ourselves from the material world to truly understand what matters!
14 Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?
Oh, there’s always something exciting ahead. But right now, I’m focusing on penetrating the global market as much as I can.
