theAJENCY. · theSHOWREEL. · Umair Jaliawala

Stories first. Then everything else.

A brand, a campaign or a training programme only works when the story underneath it is true and clear. For more than a decade, Umair has shaped those stories — and theAJENCY., founded by his brother Owais, has brought them to life in design, film and animation.

Start a projectSee the work together
2014
theAJENCY. & theSHOWREEL. founded
2017
Umair joins as Director
4×
Owais on the Effie Pakistan jury

Umair's role

The narrative builder.

Umair's strength has always been the story: finding what an organisation really wants to say, who it needs to say it to, and how to say it so people feel it and act on it. It's the same craft he uses on stage, in Dastaan-e-Ishq and in training rooms.

At theAJENCY. he brings that to the table as a Director and board member — shaping the message, the learning journey and the human angle, while the agency's creative and production teams turn it into campaigns, content and experiences.

  1. 1Find the storyWhat's true, what matters, and what will make people care.
  2. 2Shape the messageOne clear idea, in words the audience actually uses.
  3. 3Make it landContent, campaigns and learning that change what people do.
OJOwais A. Jaliawala

Umair's brother · the other half of the story

Owais A. Jaliawala

Founder & Executive Creative Director, theAJENCY. · Leads commercial productions at theSHOWREEL.

Owais has spent close to two decades in Pakistani advertising — from copywriter to founder — and, for Umair, he is the brother who has been his go-to branding companion through every venture, paid and unpaid, all the way through.

  1. 2007Starts as a copywriter at Manhattan Pakistan / Leo Burnett
  2. ThenWorks with Spectrum, Manhattan International and Fourays
  3. To 2014Creative Director at Blitz DDB
  4. 2014Founds theAJENCY. and its production house, theSHOWREEL.
  5. 2021 – 2026Jury member, Effie Awards Pakistan (2021, 2023, 2025, 2026)

“He's been my default go-to for anything brand — paid and unpaid, all through.”

— Umair Jaliawala
LinkedIn Effie Pakistan jury

Brothers at work

Together — as individuals and as organisations.

Umair brings the story and the people. theAJENCY. brings the craft. Here's some of what they've built side by side.

01 · 2020 – 2021

NDMA — Gender & Child Cell

“Nadir & Family”: COVID-19 and disaster awareness

  • Public health
  • Animation
  • Radio & TV
  • Social media

In the middle of the pandemic, Pakistan's National Disaster Management Authority needed safety messages that families would actually listen to. The answer was a family: Nadir & Family, animated characters who carried COVID-19 precautions, flood safety and more into homes across the country.

Umair

Shaped the messages and the training angle with NDMA, and worked alongside the team through the campaign.

theAJENCY.

Created the Nadir & Family characters and their social channels; produced animated videos, radio spots in Urdu, Sindhi, Pashto and Balochi, TV and cable plans, and social media reporting — with partners including UNFPA, IRC and Save the Children.

02 · 2018 – 2021

Pak Suzuki

Smilestones: great experiences, every day

  • Automobile
  • Training
  • Digital learning
  • App concept

Smilestones began as Torque's training programme for Pak Suzuki's dealership sales and after-sales teams — making every customer interaction a milestone worth smiling about. As it grew, the brothers took it digital together.

Umair

Designed and delivered the Smilestones training experience with Torque, and was the face of its learning videos.

theAJENCY.

Developed the Smilestones app concept and digital learning journey with Torque — learn, earn, win and share — built around short videos and bite-sized trainings from Umair.

03 · Details coming

UNICEF

Communication for children and communities

  • Development sector

Umair and Owais have also worked together on UNICEF communication — bringing the same story-first approach to messages for children and communities.

Umair

Project details coming soon.

theAJENCY.

Project details coming soon.

04 · 2017 – today

Torque & School of Leadership

A brand companion, all the way through

  • Branding
  • Events
  • Print & digital

Every time Umair built something, Owais helped it look and sound like itself — sometimes on a retainer, often simply as a brother.

Umair

The vision, the story and the audience.

theAJENCY.

Torque's Re-Turn branding and sales kit (2018), “Expotential” branding for Torque's 10-year celebration, website briefs, Break the Cage artwork (2023), and Young Leaders Conference artwork for School of Leadership (2017).

Portfolio

Two studios, one family.

Founded 2014 · Clifton, Karachi

theAJENCY.

A full-service creative, design and communications agency.

What they do

  • Brand strategy
  • Art direction & design
  • Copywriting & content
  • Digital campaigns & social media
  • Media planning
  • Animation
  • Photo & video
  • Post-production
  • Digital learning content

Brands they've worked with

J. · Gul Ahmed · Zellbury · Imtiaz · Engro · K-Electric · Pak Suzuki · Kia Motors · Changan · Dewan · Amreli Steels · Young's · Unique · Hobnob · Pie in the Sky · Anfords · NDMA

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Work with us

Tell us what you're building.

Campaigns, brand refreshes, commercials, animation, or learning content your people will actually watch — share a few details and the right team will get back to you.

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