'Desi Futurism': the Pakistani illustrator building a career beyond borders

Pakistani illustrator Hazem Asif has built a thriving career beyond borders, transforming illustration into a viable profession for many young people in the country. Initially, Asif turned to illustration as an escape from his corporate job and a personal creative pursuit. His work now spans from creating posters for Pakistani web series to Google Doodles and book covers for international publishers like HarperCollins and Penguin Random House.

Asif embraced digital platforms in 2019, refining his portfolio while staying attuned to international trends and adapting his style to various market niches. The online world allowed his art to reach audiences worldwide and generated numerous freelance opportunities. However, Asif's work extends beyond global illustration – he explores "Desi Futurism," a unique approach to reimagine South Asian culture in a futuristic context.

Desi Futurism is about envisioning alternative landscapes through a local lens, giving South Asian culture a voice in the future. It involves asking "what if" and imagining South Asian stories in new ways. Despite the growing recognition of the profession, Asif believes there is still a limited understanding of the rigorous effort behind creating a finished piece. Illustration goes beyond aesthetics; it requires problem-solving, worldbuilding, and visually communicating complex narratives on a canvas.

A significant milestone in Asif's career was contributing to a new edition of The Odyssey by Liv Albert for DK Books. This was the first time a Pakistani illustrator illustrated this epic tale, a task that required around eight months of conceptualizing, sketching, coloring, and worldbuilding. Asif finds illustrating for children deeply rewarding, a passion sparked by his own childhood immersion in the works of Roald Dahl, Enid Blyton, Tolkien, and J.K. Rowling.

When asked about differences in working with Pakistani readers versus international audiences, Asif noted that while universal themes of childhood curiosity persist globally, the local publishing market in Pakistan is limited due to inadequate funding, infrastructure, and representation. However, the rise of modern illustration and animation via digital content creation has offered promising opportunities, particularly for artists breaking barriers in Pakistan.

Asif acknowledges the challenges Pakistani illustrators face in entering international markets, thanks to the pandemic and the difficulties of operating outside major hubs. But with a strong digital workflow, portfolio, and awareness of industry trends, he believes emerging artists can now find success in the global freelance market.

Despite the need for better payment infrastructure like PayPal, the stigma around pursuing art and design in Pakistan is slowly fading, thanks to the increased earning potential and prestige of creative careers.