Role: Director
A playful twist on the classic "serious" infomercial, Save Every Stamp brings comedy to the chaos of lost loyalty cards. Directed for Caffè Nero, the hero film follows the tragic fates of forgotten stamp cards – spun and battered in washing machines, chewed mercilessly by dogs, and stomped into the streets – all to ask one simple question: why risk it when you can just download the app and save every stamp?
Ruthven at Pitch & Sync
Directed & Edited by Shimmy, this intimate film series offers a rare glimpse into the world of rising artist Ruthven. Captured within the warm, analog embrace of Pitch & Sync Studios, the series features a stripped-back live performance, a heartfelt in-conversation with broadcaster Anita Rani in front of a live audience, and music video of "Cautious" moments captured from a recording session - A celebration of vulnerability, craft, and connection—these films explore the artist’s process with honesty and soul.
Cinematography Martin Roach
Lighting Jan Murawski
DIOR CRUISE 2025 x SORBET
A Dance Through the Highlands
Shot & directed by Shimmy in collaboration with photographer Jemima Marriott, this atmospheric short film traces the poetic inspiration behind the Dior Resort 2025 collection. Set against the wild beauty of heritage sites, the film weaves fashion, history, and nature into a visual ode to the Highlands. Captured with a minimal crew and a spirit of creative flow, this piece reflects the seamless harmony between photographer, director, model and crew - on a truly magical shoot day.
Role: TVC Campaign Director + OOH Photographer
I Directed the TVC for Remitly’s global brand campaign “Stay Close, Even When Your’re far Apart” Campaign along with this TV spot, the campaign included a large-scale billboard/OOH placements, offering a chance to present the work across multiple platforms.
The inspiration behind the commercial came from personal experiences, particularly from my own Cha-Chi's and family home on my fathers side in rural Punjab. The vibrant, distinct Gulabi Pink of the house became a key visual, subtly grounding the narrative in a place close to my heart. Katie South did a really great job of bringing this to life through the production design.
Collaborating with the Daniel Stafford-Clark, Director of Photography, we explored a few in-camera techniques to create a flashback/memory sequence that would evoke a sense of nostalgia. Experimenting with refracted light through, cling film over perspex between the lens and the scene, we managed to capture a soft, ethereal visual that aligned with the tone I was aiming for.
This project was a rewarding opportunity to blend my work as both a director and photographer, pushing me to think creatively while collaborating with an amazing team. Although it was my first TVC, I’m grateful for the chance to explore storytelling on a larger scale and hope to continue creating work that combines personal inspiration with visual impact.
Thanks you to Yes Studio & The Team - Credits detailed in Full via the Link.
Full Directors - Here
OOH Photos Here
Socials Here
Role: Director
Commissioned by Vice UK to create branded content for Kellogs Pop Tarts - around the making of a track. Content includes a music video and documentary of track making process featuring - Rapper, K1 Strange and producers The FaNatix.
Moving Image - Shot, Directed & Edited by Shimmy
Commissioned by ELLE ARABIA to shoot Chanel 2024
Featuring Mami Akoi in a Cafe in South London.
Moving Images Shot, Directed, Edited by Shimmy
Commission by William Buckley @ Sorbet Magazine, UAE
Featuring Aweng Chuol wearing Cartier from the archives. Shot in a studio in Geneva.
Role: Director
Role: Director
Moving Image Shot, Directed + Edited by Shimmy
Commissioned by William Buckley for Sorbet Magazine, UAE.
Model @manniaj #DiorMen #KimJones
Shot in Hackney, East London.
Role: Writer + Director
Episode 1 of branded commercial content for Tena x The Guardian.
Comedians chat candidly about incontinence.
Role: Writer + Director
Episode 2 of comedy branded content for Guardian Labs x Tena - commissioned by Nat Fox.
DOP: Martin Roach
Gimble Op/Light Tech: James Yeomans
Make-Up: Emily Woods
Cast: Shiva Rachandani
With Thanks to: Gerard Wilson
Shot, Directed and Edited by Shimmy
Commissioned to make a film on the artist @baraj_matthews for by @hitandrun_ltd
In this artist profiles film, Baraj speaks on his process, inspiration and comments on his discomfort surrounding recent happenings including #covid and #blm.
Role: Director and Series Developer
Developed and Directed episodes of a new music documentary series for Red Bull. “Check Your DMs” documenting artist collaborations across the globe, featuring - musicians such as Kida Kudz, Gaidaa, Ryan Hemsworth, DJ Q, Diamond Vargas and Tofubeats among others.
Episode 1 was sadly never broadcast, I can share privately with potential collaborators / clients - please contact shimmyahmed@mac.com to request p/word - LDS.
Role: Director
Branded Content for TK Maxx + The Guardian UK.
Role: Director
Working with the wonderful team at Little Dot Studios
Role: Director
Production Company: Little Dot Studio
Role: Director/Co-Writer
Agency Producer/Creative: Emily Jeffery-Barrett
Agency: Onward
Role: Director
Giulia Oddi for Clearpay @ The Barn Agency
Role: Director & Co-Writer
Episode 1 of a 6 part comedy series for Sloggi
Featuring: Janine Harouni
Cinematographer: Will Hanke
Art Direction: Penny Mills
Styling: Poppi Clinch
Producer: Fraser Jamieson
Agency: Mullen and Lowe
Client: Sloggi
Role: Director and Co-Writer
Producer: Fraser Jamieson
Agency: Mullen + Lowe
Client: Sloggi
Role: Director and Co-Writer
Producer: Fraser Jamieson
Agency: Mullen + Lowe
Client: Sloggi
Role: Director and Co-Writer
Producer: Fraser Jamieson
Agency: Mullen + Lowe
Client: Sloggi
Role: Director and Co-Writer
Producer: Fraser Jamieson
Agency: Mullen + Lowe
Client: Sloggi
Role: Director and Co-Writer
Producer: Fraser Jamieson
Agency: Mullen + Lowe
Client: Sloggi
Role: Producer + Co-Director
4 x films created for internal use at The Adidas Global Brand Conference on the subject/s of Identity, Trust, Simplicity and Belonging, featuring young people aged from 14 - 20 who were a joy to direct and a highlight of the project. Shot in LA + LND.
Agency Loud & Co-Director - Kazim Rashid
Role: Shooting Director
I Shot/Directed this film for ASOS.
Paloma Elsesser opens up about her fears and insecurities for ASOS magazine - Make History edition.
Shot be Shimmy in NYC
Role: Director/Editor
This film celebrates spending time alone and was published on Valentines Day 2016 as Stylist magazines take on a day that so often neglects those not in relationships. Featuring a brilliant ensemble of empowered women who candidly discuss their experiences. The film was very successful reaching over 250k hits on facebook over a weekend.
Commissioned by Tabula Rasa to create a film around "Blank Slate Moments" 2017
Directed, Shot + Edited - by Shimmy in NYC
Touchable version - https://tabularasa-ny.com/pages/video-fashion-week-2017. Include more in-dept interviews with featured influencers shot on VHS.
Directed a series of films, 'Styling Myth Buster' for GHD.
Watch Full Series Here
Commissioned by Beck Smith @ Twin Magazine.
Written + Directed by Shimmy
Included as part of Raindance Independent Film Makers Festival 2015 - In 'The Lost Sensations' Category.
Role: Shooting Director #HendrixandBelle
Working with Elle, we created this film for Coops London.
Creative Concept and Direction by Hendrix & Belle (Me + Elle)
Music: by David Lee
Role: Shooting Director
Armed with my camera, I went on some adventures around the Uk to shoot for Mini and the winners experience of 'A Room with A View'
Commercial content for Made.com
A quirky, style guide for the Holiday Season.
Director: Shimmy
Client: Topshop
Shot in Fire Island, New York.
At home with King Krule and family as the teen wonder prepares to release his genre-mashing debut album.
Mini-Doc shot on-set of the music video for Loco Dice and Giggs track "Get Comfy"
Role: Director
Currently in post-production, short film about sculptor, Isabel Case-Borgatta, who at the time of our first meeting in 2013 was aged 94 and living and working at unique, artist residence and community - Westbeth in NYC.
Shot, directed and edited this film for John Varvatos Fashion Show and after-show Party.
Second Camera: Michelle McCabe
Direction/Interview - Shimmy
Role: Director for Wonderland Magazine
Director/Producer: Shimmy
Role: Shooting Director
Commissioned by Paper London, in an ongoing collaboration to shoot a film for the A/W 2013 campaign film.
For this I teamed up with Elle (Hendrix + Belle) and togteher we create this animated film, which was made from cuttings from the mood board and look book.
Role: Shooting Director
Live performance, shot at The Hoxton Bar, London 2010
Password: looksee
Role: Camera/Editor
Shot this BTS on set at London Fields Lido, Hackney. Radio 1's, Nick Grimshaw, doing a Justin Bieber Beauty and The Beat with Sink The Pink.
Role: Director/DP/Editor
'How To...' film - from a series created by Shimmy TV for Hersheson Blow Dry Bars.
Now showing in Sephora stores across Europe and The Middle East
Role: Filmmaker + Photographer
Working with Zak Starkey and Sshh Liguz of The Band Sshh.
I documented studio rehearsals and recording with SShh and prolific session musicians from bands such as The Pretenders (Martin Chambers) and Sex Pistols, (Glen Matlock/Paul Cook)
- Watch here
Role: Director/DP
'How to…' Content created by Shimmy TV for Luxury interiors company House of Hackney.
ROLE: DP/Editor
Various video/photo based content creation; working with the Topshop digital team.
Role: Shooting Director/Editor
A film about an app devised by artists Iain + Jane in conjunction with Kurt Schwitter exhibition at The Tate Britain.
Role: Shooting Director
Commissioned by Mania Mania Jewellery brand to create content around their 2014 'Obscura' collection. Featuring Julia Roitfeld.
Role: Shooting Director/Editor
Directed and shot this piece covering 'Return of the Rude Boy' exhibition at Somerset House. Featuring photographer - Dean Chalkley, Curator - Harris Elliot and Styler - Bevan Ageyman.
Role: Co-Director (Hendrix + Belle)/DP
