LADbible Group, in partnership with Young Arrows, Merman and Race Equality Foundation, is pleased to announce Through Bossman’s Eyes, directed by emerging filmmaker Rikaz Niyas, as the winner of its Pitch Your Story initiative.
Launched to open doors for emerging creatives across the UK, Pitch Your Story invited aspiring filmmakers to pitch an original 60–120-second social-first short film exploring what it means to call the UK home in 2026.
Niyas’s winning concept has been brought to life with £15,000 in production funding and mentorship from LADbible Group’s production teams.
Inspired by his childhood experiences in the corner shops his father supplied across the UK, Through Bossman’s Eyes explores race, cultural identity and belonging through the perspective of a South Asian shopkeeper. The film challenges stereotypes and celebrates the everyday spaces that bring diverse communities together.
Rikaz Niyas, director of Through Bossman’s Eyes, said: “This story comes from experiences that have stayed with me throughout my life. Growing up between cultures, I often struggled to understand where I belonged, and I wanted to create something that celebrates our identities while challenging the stereotypes that divide us. I hope people leave the film wanting to have a conversation with their local shopkeeper and recognising them as an important part of their community.”
Jody Smith, Head of Creative Video at LADbible Group, said: “Pitch Your Story was built from our mission to give the social generation a voice, and to grant young creatives a space to tell the stories that matter to them. Rikaz’s pitch won us over, and his talent throughout the project has really impressed us. His writing, directing, and ability to creatively collaborate with us, the Race Equality Foundation, and all our production partners”.
