“It’s Been an Incredible Evolution”, Nima Safari Celebrates 10 Years as Joy Films’ Head of Production

The world of production has changed considerably in the last 10 years, as new technologies became readily available, budgets shifted, viewing habits changed and client demands altered. An individual who has helped his company rise to each of these challenges and beyond is Nima Safari, who this year marks a decade as head of production at Joy Films. 

The celebrations don’t stop there for the full service production company, which in addition to reflecting on 10 years of Nima’s guidance and leadership, are also celebrating the company’s 30th anniversary. It’s a journey that’s taken Joy Films from its London roots to the Middle East and around the world, collaborating with major clients and handling high budget shoots. 

Nima spends his time between Dubai and Vancouver, managing projects, bringing his expertise, production aptitude and familiarity to Joy Film’s clients, old and new. 

LBB caught up with Nima to find out more about the past decade and catch a glimpse into the future for both the company and himself… 

LBB> Nima, congratulations on 10 years as part of Joy Films! Tell us, what brought you to Joy Films back in 2014? What were your first impressions of the company?

Nima>Thank you! Back in 2014, the opportunity to work at one of the leading production houses in the region felt like a once-in-a-lifetime chance to build my career and future. It was a pivotal moment for me. I was immediately impressed by the team's attitude and the creative environment. They really encouraged thinking outside the box to find solutions and push creativity. It felt like the right place to grow.

LBB> Since that first day, what’s kept you at the company for a decade now?

Nima> The people, especially Ali [managing partner], have been a huge part of my journey here. I’ve been incredibly lucky to work alongside such talented individuals. Their dedication and creativity have continuously inspired me to stay and grow with the company.

LBB> In that time, how have you seen the company grow and evolve?

Nima> Over the past 10 years, we’ve faced our share of ups and downs, but I believe those challenges have made us stronger. Today, we’re in a much better position than we were a decade ago. We’re working with high-profile entities and brands, managing some of the biggest budgets in the MENA region, and even globally. It’s been an incredible evolution.

LBB> How have you personally grown over that time? What milestones or achievements are you proudest of?

Nima> The beauty of producing is that you learn something new with every project. Imagine what that adds up to over 10 years! I started with projects that had just two or three crew members. Now, some of our shoots involve 150 people. It’s been an amazing journey of growth, both professionally and personally.

Above, some of the Joy Films team

LBB> Are there any pivotal moments or anecdotes from the past 10 years that you can share?

Nima> One moment that stands out was seeing our ads play on some of the most famous screens in the world, like Times Square and Piccadilly. It’s those kinds of moments that remind you how far you’ve come.

LBB> It’s a big year for the company too, as Joy Films marks its 30th anniversary. In your opinion, what do you think has made Joy into the production company it is today, and what’s the reason clients keep coming back?

Nima> I’d say it’s the consistency in quality, creativity, and service. That’s really the key. We’ve stayed true to delivering the best work possible, and clients recognise that. It’s why they keep coming back.

LBB> Are there any key pieces of work that encompass everything Joy Films stands for and represents?

Nima> Absolutely. Many of our projects reflect the high standards and creative vision that define Joy Films. It’s hard to pick just one, but we consistently strive to represent our ethos in every project we undertake.

LBB> Finally, if you were to imagine 10 years from now, what do you hope is in store for both you and Joy Films?

Nima> 10 years from now, I hope to see Joy Films continuing to lead the industry, perhaps on an even larger global scale. Personally, I want to keep learning, growing, and contributing to the company’s success. The future is bright, and I’m excited to see what it holds for both Joy Films and me.