Zaeem Asad is a London-based director with fifteen years across live action, documentary, music videos and commercials, having delivered 70+ commercials for international brands. He is co-founder of the production house Human Theory, and is represented by Greenroom Films, Belief Studio and The Visionaries.

He didn’t start out planning to direct. He walked away from an engineering job after five days to go to film school, and has been chasing that same instinct ever since: music, photography, cinematography, and eventually direction.

Over the past year, his focus has shifted heavily into AI filmmaking, treating it as continuous with everything he’s learned on set, not a departure from it. The same eye, applied to a new set of tools.

Across every format, the throughline stays the same: lean, bold, human-centred storytelling that stays with people after they’ve watched it.