Key Takeaways
- Hazem Asif, a Lahore-born illustrator, has built a global freelance career through digital platforms.
- His work explores South Asian culture in a futuristic context, a concept he calls Desi Futurism.
- Asif's contribution to a new edition of The Odyssey by DK Books marks a significant milestone in his career.
Hazem Asif, a Lahore-based illustrator, has transformed his passion into a global career. Since 2019, Asif has leveraged digital platforms to build an online presence, developing a portfolio that resonates with international trends.
From creating posters for Pakistani web series to designing book covers for international publishing giants HarperCollins and Penguin Random House, Asif's work spans a diverse range of projects. His most notable achievement is his contribution to a new edition of The Odyssey by DK Books, marking the first time a Pakistani illustrator has illustrated this epic tale.
Asif's approach to illustration goes beyond mere aesthetics. He describes his work as Desi Futurism, a concept that reimagines alternative landscapes through a local lens, giving South Asian culture a voice in the future. 'Desi Futurism is a way to reimagine alternative landscapes through a local lens, giving our culture a voice in the future,' he explains.
For Asif, this involves exploring 'what if' scenarios that deconstruct stereotypes and embrace the colonial past and rich heritage of South Asia. 'It is an elaborate exercise in problem-solving, worldbuilding, and visually communicating a complex narrative within the constraints of a canvas,' he elaborates.
Despite the growing recognition of illustration as a serious creative discipline, Asif notes that many still view it as a hobby. 'People often fail to observe the rigorous thought process that goes into a finished art piece,' he says. 'It is far more than just creating something aesthetically pleasing.'
Asif's work for children's publishing, including his contribution to The Odyssey, holds a special place in his heart. 'Now, working professionally in the children’s publishing sector, it is oddly nostalgic to revisit that childhood,' he reflects.
The digital world has been instrumental in Asif's success, helping him reach audiences far beyond Pakistan and opening doors to freelance opportunities. 'The digital world helped me reach audiences far beyond Pakistan and opened the door to freelance opportunities,' he adds.
Asif's journey reflects the broader shift in cultural perspectives in Pakistan, where the rise of social media and digital visual storytelling has dismantled outdated ideas about the artistic fields. 'In Pakistan, there has always been a strong stigma attached to the artistic fields, but in recent years, the rise of social media and digital visual storytelling has actively dismantled these outdated ideas, shifting the cultural perspective for the better,' he concludes.
I wanted to be creative, take my own decisions and do something passionate.
Hazem Asif, Illustrator
Desi Futurism is a way to reimagine alternative landscapes through a local lens, giving our culture a voice in the future.
Hazem Asif, Illustrator
People often fail to observe the rigorous thought process that goes into a finished art piece. It is far more than just creating something aesthetically pleasing; it is an elaborate exercise in problem-solving, worldbuilding, and visually communicating a complex narrative within the constraints of a canvas.
Hazem Asif, Illustrator
