Q&A with Joy Films' Ali Azarmi

Joy Films was established in London in 1994, and created its home base in Dubai in 2008. The mindset of Dubai perfectly echoes the company's goals and ambitions: joy, like Dubai, is more than just a name. It is a state of mind. 

With this in mind, Managing Partner of Joy Films Ali Azarmi tells KFTV about the benefits of shooting in Dubai, and what Joy Films brings to productions that no other company can.

Tell us a bit about Joy Films' mission statement and ethos? 

Our mission is to rise above the norm and reach for the extraordinary. Our ethos is centred around being a great company, not necessarily a huge one. As such, we prefer to focus on one client at a time to ensure we give the project our utmost attention. We aim to build strong relationships with our directors, partners, and clients to achieve exceptional production values.

Our mantra, "Keep Smiling," reflects our commitment to a positive, collaborative environment. We believe creativity is about finding elegant solutions, and our dedication to it is evident in everything we do.

What services does Joy Films provide?

We offer a full range of creative production and services, managed by our skilled in-house team. This includes serviced productions, creative concept development, creative strategy, content and scriptwriting, editing, audio recordings, music composition, and CGI and VFX post-production management. We produce both short and long-form films, corporate videos, commercials, and documentaries.

What specialist skillsets distinguish Joy Films from the competition? 

We are creatively led, responsive, responsible, and fiercely committed to the creative integrity of every project. We are fast and agile, able to mobilize anywhere in the world. We embrace innovation and technology, such as AI, in production, post-production, and workflow. We do not maintain a roster of directors, so we can identify the best creative talents suited to any given brief.

Have there been any recent developments with local studios, financial incentives, and infrastructure — and what are the benefits of those changes for those potential clients? 

The Gulf region is one of the fastest-growing markets in the world, with a mind-blowing pace of development across all sectors, especially in knowledge-based industries. AI is one of the most relevant technologies, already making an impact in many areas, including film production. It will continue to evolve, creating new possibilities and opportunities.

Both KSA and the UAE offer significant financial incentives to attract foreign productions, and grow the industry.

What are the biggest differences between the types of productions that Joy Films works on? 

It is the process and approach that mainly differ between long-form content, documentaries, commercials, and corporate films. Production servicing, too, is different, as the responsibilities involve facilitating part of the production for another company planning to shoot outside their own region.

What is the most challenging element of a production that you have been part of, and how do you overcome those challenges? 

The biggest challenge is managing extremely tight timelines and high expectations, which are the norm in our region. The fast-paced nature of the region has shaped our responsiveness and uncompromising quality.