Graphic Design in Contemporary Pakistani Cinema: A Qualitative Study of VFX, VR, and AI Practices

Abstract

This study investigates the role of graphic design within contemporary Pakistani cinema, focusing on its application in visual effects (VFX), virtual reality (VR), and artificial intelligence (AI)–enabled filmmaking processes. Adopting a qualitative research approach, the study is based on semi-structured interviews with ten academic and industry professionals, including filmmakers, educators, VFX practitioners, and design-related experts. The data were analyzed using Braun and Clarke’s thematic analysis to identify recurring themes related to design practices, technological integration, and production workflows. The findings indicate that graphic design contributes to Pakistani cinema primarily through motion graphics, visual composition, digital interfaces, and narrative visualization within technologically driven production environments. At the same time, the study highlights persistent challenges such as limited budgets, inadequate technical infrastructure, and gaps in specialized training. By grounding the analysis strictly in the Pakistani context and in the perspectives of the interviewed participants, the study provides an empirically focused understanding of how graphic design operates within emerging cinematic technologies in Pakistan.