This week we are in conversation with two such inspiring women – Shajeeha Mehdi and Sabeen Yameen...
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Women inclusivity is a major challenge due to the barriers existing within our society, yet time and again we have seen young women rise to the occasion and take charge. This week we are in conversation with two such inspiring women – Shajeeha Mehdi and Sabeen Yameen – who were taken on-board by Instagram to create Pakistan’s first-ever International Women’s Day filter for March 8th. Shajeeha and Sabeen have shown us a glimpse of a more inclusive future, a future of more opportunities and creativity, in Pakistan via their work with Instagram.
Shajeeha is a computer engineering graduate who is currently working as a game developer and an Augmented Reality (AR) filter creator whereas Sabeen is an architect. Sabeen is also a multidisciplinary artist harmonising art, design, and technology in her work. In an exclusive interview with You! these two brainy women talk about their collaboration and their experience as digital creators…
You! Tell us about yourselves:
Shajeeha: I work in the tech sector professionally; I love experimenting with different ways of expressing my creativity. I have a keen interest in mixed reality and its ability to immerse audiences and make an impact. My work revolves around bridging gaps between technology and art to create meaningful experiences.
Sabeen: Most of my artistic pursuits are about designing whimsical and fabulistic dreamscapes that capture the landscapes of internal and external feelings and emotions.
You! How did you get into this line of work and how long have you been doing design, production etc.?
Shajeeha: A few years earlier, I started exploring ways to express myself through technology that was when I became attracted to the concept of mixed reality. Since then, I’ve been working with AR and creating applications, games and extended reality (XR) experiences. When I heard that Instagram offered a platform for developers and artists to create their filters back in 2019, I got into it immediately. I’ve been making filters for Instagram through SparkAR studio since then.
Sabeen: Making and experiencing art has always been a means for me to escape the mundane. When it comes to digital art and illustration, I am mostly self-taught. I started pursuing my work professionally about two years ago and have been working as a freelance artist since.
You! How were you approached by Instagram for designing the filters?
Shajeeha & Sabeen: We are a part of a local all-women group where a Facebook team member posted that they were looking for women developers and artists to make the filter. We both were interested in creating a Women’s Day filter so we decided to collaborate and pitch our ideas together and got the project!
You! How was it like working with the Instagram team, were there any key learnings?
S&S: Working with the Instagram team was an amazing experience. We found their guidance to be valuable in steering us towards pursuing our vision for this project. It was also a refreshing experience to be given full creative freedom and liberty when it came to the design of the filter.
You! What was your design philosophy behind the filters?
S&S: Our design philosophy centred around intersectionality, empowerment and self-love. We wanted women to celebrate their loved ones, other women who inspire them and also themselves. We were also invested in adding traditional Pakistani elements and representing Pakistani women and their indomitable spirit of behenchara (sisterhood) in the filter.
You! Would you encourage the girls to consider this field?
Shajeeha: While we are already seeing a lot of successful women in technology, it’s still a largely male-dominated field. I would fully encourage women, whether they are developers or designers, to experiment with AR filters and experiences as they are the perfect opportunity for creative expression.
Sabeen: 100% yes! Visual art is a fantastic medium of storytelling and expression. We need more female and femme voices to represent, document, and archive narratives of Pakistani women and people in the mainstream.
You! Are there challenges you are facing in this field?
Shajeeha: While Instagram has made this field more accessible through SparkAR, some gaps need to be bridged. It’s quite a new field, so it will take some time for others to accept its value, especially in Pakistan. However, brands are catching up as more and more creators are making waves. We’re hopeful that future creators will not be facing these challenges as its popularity grows.
Sabeen: Being an artist, especially when you practice independently can be overwhelming sometimes as you are not only working as a creative but a business person too. Apart from your artistic pursuits, you are also actively working on building a brand, curating an online presence, networking, tracking finances, communicating, and following up with clients. So, being organised and focused while also maintaining your creative spirit can be a little challenging. Creative exploitation is also a huge issue that we need to lay emphasis on. It is imperative for artists to fairly value and price their work/skills and educate themselves and clients on their rights as artists.
You! What advice would you like to give to the people planning to enter this arena?
Shajeeha: Mixed reality is the future and this is an amazing time to enter this arena. While many might disregard its significance now, its importance is already manifesting itself in multiple aspects of life. The only advice is to believe in the value of your work and have fun with it!
Sabeen: Work on your creative skills and have a solid grasp of fundamentals first. Whether you are a beginner or a professional artist, it is a constant learning process, so do study, practice and experiment - this will help you find your voice and the stories you want to tell. Especially, connecting with your creative colleagues gives you a supportive circle which is tremendously valuable. Last but not least, never be shy of promoting yourself – people need to see your work to care about it.
You! Your message to women of Pakistan:
S&S: As women in tech and design, we too, are inspired by the amazing Pakistani women who are doing wonders in all fields. We would like to encourage other women to enter these fields as these arenas can certainly use a lot more female representation. Pakistani women voices need to be heard and understood nationally and internationally through our art, design and technology.
As the buzz surrounding Women’s Day settles and we inch towards the end of April, it is once more incredibly important to highlight the role of women and the significance of their representation in every field. Pakistani women have proved their mettle against all odds and it is time to diversify our thoughts, opinions and workspaces to welcome them as equals in our society.
