Staying True to Vision with Sarah Alhashimi
Sarah Alhashimi has carved out her own path in the world of creative production, combining her passion for storytelling with a deep-rooted connection to her Emirati heritage. Through her studio, create-w/me, Sarah creates compelling narratives that challenge perspectives and evoke emotion, offering a platform where creativity can flow freely and authentically. Her work is a fusion of cultural richness and contemporary innovation, designed to resonate on both a local and global scale.
In celebration of her journey, Cake The Mag sat down with Sarah to discuss the driving forces behind her studio, how her cultural background shapes her approach to filmmaking, and what’s next for her in an ever-evolving creative landscape.
Cake The Mag: What inspired you to start your own creative production studio, and how did you first enter the world of filmmaking?
Sarah Alhashimi: I’ve always been drawn to storytelling, especially the kind that challenges perspectives and evokes emotion. Starting create-w/me felt like a natural progression after years of working in different creative fields, but mainly because I felt like we don’t have a filmmaking infrastructure where I can make a career out of it. I wanted to create a space where I could have full creative control and bring stories to life in ways that feel authentic to me.
Filmmaking came into my life from a young age, as I grew up with my father, who was a filmmaker himself. I also realized that visuals are such a powerful way to connect with people. It allows me to blend all these different creative elements and work with different creatives—from design to sound to performance—into something cohesive and impactful.
How does your cultural background influence the stories you choose to tell through film?
Being Emirati is a huge part of who I am, and it influences the stories I want to tell.
There's so much depth in our culture—stories of tradition, identity, and the ways we navigate modernity. I’m always inspired to reflect that duality. I try to create work that explores the intersections of my heritage and the contemporary world, but in ways that resonate universally, regardless of where someone’s from. I think there's something beautiful about connecting the local to the global.
What unique challenges have you faced in the industry, and how have you overcome them?
I think most of the struggles have come from the industry itself and having to create a career out of filmmaking. I have been lucky enough to be recognized and supported with the resources available and different programs I’ve been in, like “Arab Film Studio” with Image Nation and SEAF. Apart from that, I have to admit that I have found it hard to continue basing my career in filmmaking.
Your work spans both creative direction and film directing. How do you balance these roles, and do you have a preference between the two?
I genuinely love both. Creative direction allows me to shape the entire look and feel of a project, while directing gives me the opportunity to dive deep into storytelling. They complement each other, and I try to involve storytelling in everything that I work on. I get to wear both hats, and that keeps things exciting.
How do you ensure create-w/me stays true to its vision and avoids being swept up in trends within the creative and film industries?
I think trying to stay on trends can be a bit dangerous, as you need to make sure and balance the fact that you’re staying true to your content. At create-w/me, we prioritize creativity and talent over following trends. We experiment constantly and rotate our team to work with different creatives or collaborations.
I also make it a point to remain curious—watching what’s happening outside of film, in design, music, etc. That curiousity feeds into the work we do and helps us stay ahead of the curve.
As a director, what kind of stories are you most passionate about telling, and why?
I’m drawn to stories that explore identity, emotion, and human connection. There’s something so powerful about telling stories that challenge perceptions and make people think about the world differently. Whether it’s a personal journey or a cultural narrative, I want my work to evoke emotion and encourage reflection. I’m passionate about stories that feel intimate yet universal.
What advice would you give to young Emirati women who aspire to break into the creative and filmmaking industries?
The industry can sometimes feel intimidating, but don’t let that stop you. Surround yourself with people who inspire and challenge you, and take risks. Our voices are unique, and the world needs to hear them. Also, be persistent—it’s not always going to be easy, and definitely do not compare yourself to a global scale. Create for the people around you.
What upcoming projects or collaborations are you most excited about, and what can we expect from your studio in the near future?
Right now, we’re working on some really exciting collaborations that blend film with other forms of media. I don’t like to hold myself to expectations, and I’d like for the studio to flow in a way that feels natural without control. We have definitely spoken about hosting our own mixer to get to know and introduce different creatives that we can work and collaborate with, so keep an eye out for that!
