For Sarah Ayisto, filmmaking is more than a profession—it is a calling. As the Founder and President of the Female Filmmakers in Kenya Association, she is working to transform Kenya’s film industry by creating opportunities, improving working conditions, and ensuring women have a stronger voice both behind and in front of the camera.
With a decade of experience as a film producer, Sarah has dedicated her career not only to telling compelling stories but also to empowering the next generation of African women filmmakers.
A Childhood Passion That Could Not Be Ignored
Sarah’s love for storytelling began long before she stepped onto a film set.
“From a very young age, I loved cameras. I loved taking pictures. I loved storytelling,” she says.
Although filmmaking was her first career choice after high school, family expectations initially led her down a different path. Her mother encouraged her to study law, and Sarah enrolled in a legal studies programme. However, she soon realised her heart belonged elsewhere.
Unable to ignore her passion, she returned to school to study film—a decision that would ultimately define her career.
“I decided to go back to film school because film has always been part of me.”
Overcoming Self-Doubt
Like many professionals entering a competitive industry, Sarah’s biggest obstacle wasn’t a lack of talent—it was believing in herself.
During her internship, she struggled to determine which career path to pursue within filmmaking.
“I wasn’t sure if I should be a director or a producer. I doubted myself.”
Fortunately, experienced professionals recognised her strengths and encouraged her to pursue producing. Their mentorship gave her the confidence to embrace her role in the industry.
Today, Sarah credits that guidance as one of the turning points in her career.
Turning Personal Pain into Purpose
The idea for the Female Filmmakers in Kenya Association was born from Sarah’s own experiences on film sets.
She witnessed challenges affecting women in the industry and realised many others were facing the same issues.
“It was established out of a need that I saw in the industry. It was also established out of pain from some of the experiences I went through on set.”
Rather than accept the status quo, Sarah chose to create an organisation that could advocate for meaningful change.
Her vision extends beyond supporting women individually. She wants to improve industry standards, influence policy, and create safer, fairer working environments for everyone.
Building an Organisation Focused on Impact
In just three years, the Female Filmmakers in Kenya Association has grown to approximately 380 registered members.
Yet Sarah insists numbers are not her primary measure of success.
“My focus is not just growing numbers. My focus is making sure we are creating real impact.”
The association goes beyond filmmaking by addressing broader issues affecting women. It organises discussions on women’s health, invites medical professionals to educate members, and provides practical support that improves the lives of women working in the industry.
For Sarah, these success stories are every bit as important as career achievements.
Challenges Facing Women in Film
While many challenges affect all filmmakers, Sarah believes women often experience certain issues more intensely.
Among her priorities are improving sanitation on film sets, ensuring clean facilities, providing sanitary products when needed, guaranteeing safe transportation for crews working late hours, and promoting fair, transparent payment practices.
She also emphasises the importance of communication between producers and crew members.
“If you cannot pay immediately, communicate honestly. Keeping your word matters.”
These may sound like small improvements, she says, but they have a significant impact on the safety, wellbeing, and dignity of those working behind the scenes.
Kenya’s Film Industry Is Growing—but Distribution Remains a Challenge
Sarah is optimistic about the future of Kenya’s film industry.
She believes the quality of storytelling and filmmaking has improved significantly over the years. However, one major obstacle continues to limit growth: distribution.
The departure of major streaming platforms has reduced opportunities for filmmakers to showcase their work and secure sustainable income.
While new production companies are emerging, Sarah believes Kenya still needs stronger distribution channels to unlock the industry’s full potential.
Leadership Through Communication
Leading an organisation has taught Sarah lessons that extend far beyond filmmaking.
One of the biggest has been the importance of communication.
“I’ve learned to sit down and communicate.”
She explains that while she once approached problems with determination and urgency, experience has taught her the value of diplomacy.
Respectful conversations, even during disagreements, often produce better outcomes than confrontation.
It is a leadership lesson she now applies both within her organisation and across the broader film industry.
Advocating for Lasting Change
Sarah’s mission goes beyond helping individual filmmakers.
Her association is working alongside legal organisations in Kenya to provide filmmakers with legal guidance, review contracts, and help members recover unpaid earnings.
The organisation is also engaging policymakers in efforts to improve regulations governing the film industry.
Sarah understands that lasting change takes time, but she remains encouraged by the progress already being made.
“I may not change the whole industry myself, but I can start the conversation.”
A Message to Africa’s Next Generation of Women Filmmakers
Sarah’s advice to aspiring filmmakers is clear:
Be bold.
Speak up.
Take up space.
She encourages women to pursue opportunities confidently, especially in technical roles that have traditionally been dominated by men.
“Our industry needs bold women. Don’t wait for opportunities to come to you. Go after them.”
Inspiring Change Through Storytelling
Sarah Ayisto’s journey demonstrates that leadership often begins with the courage to address challenges others choose to ignore.
Through the Female Filmmakers in Kenya Association, she is creating opportunities, advocating for safer workplaces, mentoring women, and helping shape the future of Kenya’s creative industry.
Her work reminds us that empowering women behind the camera is just as important as celebrating those in front of it. By creating space for women to lead, produce, direct, and influence policy, Sarah is helping ensure that Africa’s stories are told by a broader and more diverse generation of storytellers.
