Tell us about the name Jami. How did you get this name? And why did you venture forth professionally with this name rather than your original one? Well, the name Jami is derived from Ibn-e-Insha who was my father’s friend. But it was never used outside of my home. I guess after a few great projects like “Pal Dou Pal” video and a few groundbreaking advertisements, it started floating out by itself and I also felt at home with it, so I’m living with it now. This single name thing might sound cheesy also like Madonna with no last name but our music videos in 2000 era saved our reputation and cemented it with people who were trying to save the emerging music industry and the sacrifices we gave when it went imploded on itself by a few selfish giants. I’m honoured that I’m remembered as a music video director instead of an ad filmmaker. That’s how I wanted my life to be. Not a salesman but someone who is trying new things out there. What is your vision for Pakistan and what does it mean to be Pakistani for you? Pakistan is a very special nation. We are the givers. We give by nature. We are one of the highest charity-giving nations. We know how to survive. We have become humble somewhat and resilient. For me being a Pakistani filmmaker is doing videos like “Bum Phutta”, “Main tou dekhunga,” “Ab Khud Kuch Karna Parrega,” “Zara Sochiye” campaigns, Unbeatable women, Indus hospital work, etc. We do every work where we put our own money in as our share of charity to the nation and people and of course projects like ‘Moor’. This is what defines Azad Films. We put our money where our mouth is. We deliver. ‘Almost everyone loves mediocrity and would do anything to pull you down if you try to save the industry’ What motivates you to excel in your work no matter what? I just want to tell stories. I love working with good teams, spending time with them and going live with them, etc. Like in ‘Moor’, my team became my family and we all became one. Who are some filmmakers you’ve grown admiring the most? George Lucas, Steven Spielberg, Ramesh Sippy, Francis Ford Coppola and David Lean were some of the filmmakers I grew up admiring the most. ‘I’m honoured that I’m remembered as a music video director instead of an ad filmmaker. That’s how I wanted my life to be. Not a salesman but someone who is trying new things out there’ What are you currently working on? I’m currently working on three films. I’m producing a Sindhi film. A 1992 cricket world cup film and one more I will announce soon which is with another director. Do you think quality Pakistani films are now being made and produced? Which have you liked the best recently? ‘Zinda Bhaag’. The rest are too Bollywood-ised, low-end comedy, which I can’t digest. What according to you has been your biggest achievement to date? ‘Moor’. Is there someone you haven’t worked with but would love to? Vidya Balan. What have you learned the hard way in the industry? That almost everyone loves mediocrity and would do anything to pull you down if you try to save the industry. They all want to repeat what Lollywood did in the 1980s and the ‘90s thinking it’s revival and repeat the music industry debacle but believing it’s revival. It’s insanity. We at Daily Times consider you one of our national heroes. Who are some of yours? Abdus Salam, Abdul Sattar Edhi, my parents and my wife. Achievements AN ACE MUSIC DIRECTOR Jami’s directorial debut “Pal Dou Pal” changed the landscape for music videos in Pakistan. Since then, he has done numerous award winning, critically acclaimed videos for pop bands and singers including Strings, Faakhir, Atif Aslam, Ali Zafar, Fusion, Shafqat Amanat Ali, Ali Azmat and Hadiqa Kiyani. ACCLAIMED COMMERCIALS Jami ventured into commercials in 2002 and there too carved a niche for himself, making high-impact ad films for some of the biggest brands in the country including Unilever, P&G, Nokia, Tang, Nestle, Sony Ericsson, Motorola and Standard Chartered Bank among many others. A strong portfolio spanning many styles, genres and techniques – Jami is a believer in purity and simplicity. His films are a reflection of his personality – sensitive, clear, cutting edge, experimental, creative and soulful – elevating reality to art. GLOBAL RECOGNITION Jamshed Mahmood Raza, popularly known as Jami is a critically acclaimed and award-winning film director. His film ‘Operation 021’ was nominated for the prestigious Lux Style Award in 2015. His film ‘Moor’ won him the Lux Style Award for Best Director and Best Film. ‘Moor’ was also Pakistan’s official entry to the 88th Academy Awards. Published in Daily Times, August 18th 2017.