Renowned Pakistani director Sharmeen Obaid Chinoy continues to redefine success, achieving one milestone after another. From being the first Pakistani to win two Oscars to helming a Marvel show about a Pakistani-Canadian supergirl, she now adds another feather to her cap by directing a series of captivating videos for Gucci CHIME.
This initiative, established by the iconic fashion house Gucci, commemorates its 10th anniversary and features influential personalities like Idris Elba, Julia Roberts, and prominent activists.
Taking to social media, Sharmeen Obaid Chinoy shared her thoughts, revealing the powerful conversations that unfolded during the video shoots. The resounding message that emerged was the urgent need for global progress towards gender equality. The Gucci CHIME campaign originated a decade ago in collaboration with singer Beyoncé and Pinault. It gained worldwide attention through “The Sound Of Change: Live in London,” an awe-inspiring event with performances by Beyoncé, Florence Welch, John Legend, and Jennifer Lopez. The broadcast reached an astounding one billion viewers and raised over $3.9 million, supporting girls and women globally.
In an interview with The Hollywood Reporter, Chinoy explained her decision to join Gucci Chime as an advisory member. She expressed admiration for the organization’s commendable efforts in promoting gender equality on a global scale. Chinoy’s own work as a social justice filmmaker perfectly aligned with Chime’s core pillars of education, health, and justice. Witnessing firsthand the transformative impact of Chime’s fundraising initiatives, she cited the construction of a girls’ school in her home country of Pakistan as a powerful testament to their success. The organization’s commitment to forging partnerships, investing in women, and empowering them to advocate for others deeply resonated with Chinoy.
Pakistani celebrities, including Mahira Khan, Mehreen Syed, and Azfar Rehman, wasted no time in extending their heartfelt congratulations to Chinoy for her prestigious involvement in the Gucci CHIME campaign. This collaborative effort reminds us of the importance of championing those who strive to make a meaningful difference in the world.