About

Welcome to Frames By Rafay, the creative studio of Abdul Rauf — a Lahore-based filmmaker, photographer and visual artist known for bringing a refined, cinematic edge to fashion storytelling in Pakistan. Entirely self-taught while pursuing his passion as a visual artist, A.Rauf has spent over half a decade shaping high-end fashion campaigns across Pakistan and Abroad. His work merges controlled composition, elegant movement and contemporary fashion aesthetics — resulting in visuals that feel timeless, polished and unmistakably his.

VISION

To elevate fashion storytelling in Pakistan and beyond by merging emotion, artistry and modern visual design — crafting frames that leaves a lasting impact.

APPROACH

Every project is built on four key principles:

Signature Aesthetic
A cinematic blend of mood, precision, and modern fashion sensibility.

Collaborative Creativity
Open communication, shared ideas and visuals shaped around brand identity.

Art–Commercial Balance
Where beautiful storytelling meets strategic brand goals.

Attention to Detail
From concept to color grading — every frame is intentional.

WHAT WE OFFER

Fashion Videography
Editorial films, lookbooks, brand stories and full-scale fashion campaigns.

Campaign Photography
Clean, stylish and brand-aligned visuals for designers and labels.

Creative Direction & Concept Development
Moodboards, storytelling, shot planning and visual strategy.

Post-Production Excellence
Cinematic editing, sound design and color grading tailored to brand tone.

INTERNATIONAL EXPERIENCE

FramesByRafay’s portfolio extends across diverse landscapes and cultures,

Thailand — tropical scenes and coastal visuals

Azerbaijan — rich textures and architectural depth

Qatar — urban luxury and modern silhouettes

These global influences help shape a unique fusion of local storytelling with an international aesthetic.

LET’S CREATE TOGETHER

Whether you’re a designer, brand or creative agency, Frames By Rafay is committed to bringing your vision to life with cinematic precision and artistic depth. Explore the work & discover the craft
– let’s build something unforgettable — frame by frame.