Imagine having a career-defining campaign sitting in a vault, knowing it will either become a legendary cultural moment or a total waste of money, all depending on 11 men on a cricket field.
This was the Jazz “No Issue, Lelo Tissue” gamble. In 2017, Hassan Dawar and his team bet everything on a gutsy ad that would only see the light of day if Pakistan defeated India in the Champions Trophy final. It was risky, it was cheeky, and when the victory sirens blared, it became one of the most viral moments in the history of Pakistani advertising.
But for Dawar, this wasn’t a fluke; it was well thought-out.
In an industry where most directors play it safe with “brand-approved” mediocrity, Hassan Dawar does the exact opposite. He doesn’t just shoot commercials; he builds national emotions. Over the last decade, the founder of Ten Eighty Films has evolved from a child star into a cinematic disruptor, unapologetically carving a path through the intersection of advertising, cricket fever, and high-stakes storytelling.
A Childhood in Front of the Camera
To reach his current position as a renowned director, Hassan Dawar started out in front of the camera. At just five years old, he appeared in a Tibet Toothpaste commercial alongside Humayun Saeed. This was his first step through the door, and it sparked something deep within him.
This didn’t directly convert into a life in front of the camera. By 2009, he had stepped behind the lens, coming to the realisation that his true calling lay in storytelling, not performing.
For the next few years, he worked as an assistant director, studying the mechanics of production from the ground up. This wasn’t the most glamorous time for him, comprising gruelling hours and minimal pay, but his only focus was mastering his craft, so he made the most of that time.
Surviving on 5,000 PKR Under Asad-ul-Haq
A crucial turning point for Dawar was when he came under the mentorship of industry veteran Asad-ul-Haq. This experience, in his own words, was both a ‘nightmare’ and a ‘masterclass.’ Ultimately, he admits, it’s what made him who he is today.
Hassan spent his first six months working for absolutely no monetary compensation. When a paycheck finally arrived, it was a mere 5,000 PKR. But what he was actually earning under Haq’s mentorship was something far more valuable than money. Those formative years provided the technical “DNA” that defines his work today. More importantly, they instilled a lifelong mantra: “Do not run after the money; money will chase you if you are a master of your craft.” It’s a philosophy that still dictates every high-stakes project he touches today.
Building Ten Eighty Films
Then, finally, in 2013, Dawar launched Ten Eighty Films. At 21, he was one of the youngest directors to launch their own production house.
He now has full creative control over his projects. Rather than being bound by formula-driven advertising, he dove into cinematic storytelling and emotional narratives. Ten Eighty Films soon had a name for putting out brand films that felt more like short cinema than conventional advertising.
Redefining PSL Advertising in Pakistan
Cricket advertising is where Dawar has truly made his mark. While most brands just use cricket to sell products, Dawar uses it to tell a story. He knows that in Pakistan, cricket isn’t just a game, it’s an emotion we all share. He tapped into that feeling, turning his ads into massive cultural moments that the whole country talks about.
His work on Peshawar Zalmi anthems changed the game. By using “Hollywood-style” tricks, like fast-action cameras and FPV drones. He made cricket look like a high-budget action movie.
His biggest hit is the ‘Zalmi Kingdom’ look. In the music video with Abdullah Siddiqui, he used a ‘Cyberpunk’ style (think futuristic and edgy) and high-fashion outfits. He turned a cricket team into a powerful brand that looks like it belongs on a global stage. And the numbers don’t lie: his seven Zalmi anthems have hit over 600 million impressions across all digital platforms, proving that when art is done right, it’s also a huge business success.
Why Dawar Thinks the Industry is Settling for Less
However, the one thing that sets him apart is that his success has not numbed his critical perspective, and he frequently calls out the growing acceptance of mediocre work and prioritising cost-cutting over creativity.
His gripe isn’t limited budgets, it’s the lack of vision. Dawar argues that investment naturally routes towards ideas if they are communicated effectively. Yet, decision-makers pivot towards control and convenience over innovation. He has also discussed issues such as favouritism and hiring less experienced talent out of convenience. These decisions may make sense in the short-term but obstruct the long-term creative evolution of the industry.
The Director’s Role
Those who have worked with him on set have often described Hassan Dawar as an intense figure, even going as far as to label him a ‘dictator.’ Dawar clarifies this characterisation, explaining that directing a large-scale production is no small task, and precision cannot be cast aside.
When working with teams of over 150 people, ambiguity is something that can’t be afforded. Each minute shot and frame needs to be lined up with the director’s vision, which often has no precedent in the local industry. The control isn’t for control’s sake or a personal trait; it is about making sure the vision comes through, and the standard isn’t compromised.
At the heart of things, he’s still the child who found magic in the world of film, but this time, he’s the one holding the wand.
Present Day
As of today, Hassan Dawar continues to lead Ten Eighty Films as one of Pakistan’s most sought-after directors. He has worked with major brands such as MG, Coca-Cola, KFC, Samsung and Nestlé. His portfolio proves that he maintains a balance between commercial success and creative exploration.
He has a firm name in advertising and is now paving a new path for himself. Hassan Dawar has already written three feature films and is busy assembling a team to bring his vision to life.
He isn’t clamouring for commercial success. His goal is to take Pakistani cinema to the global stage, without going the tired route of poverty narratives. His work is set to showcase the country’s creative potential at an impressive scale and through original narratives. He is also challenging the industry to widen its horizons. While the industry celebrates 100-crore milestones like Maula Jatt, it’s time to move on to 1,000-crore global success stories.
The Hassan Dawar Playbook
Hassan Dawar’s journey was built on risk, hard work, and an unflinching belief in storytelling. He dismissed formulas and created his own moments, leaving the audience’s hearts surging with emotion.
For young creatives, his journey is a reminder to stay original and not compromise on integrity. Taking your work seriously and affording it dignity can be challenging in this industry, but pushing back against it is a must.
Taking a bold approach like Dawar is how you leave an indelible mark.
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