Her Story
About Urwa
Urwa Zubair serves as Executive Producer and Founder of Memory Loop, where she oversees projects in live media and generative media, including branded, digital, and broadcast commercials. She brings nearly 9 years of experience in advertising and filmmaking to her work, having produced music videos and commercials for clients such as Aflac. Zubair completed her undergraduate studies in film production in Pakistan before earning a master's degree in film producing from Columbia College Chicago. She has also obtained certifications in AI from Curious Refuge and Gen HQ, which support her expansion into AI-generated films. As a member of the Columbia College Chicago Allen Committee, she contributes to the film community while maintaining a focus on building real skills and embracing technological evolution in her field. Zubair attributes her success to chasing uncertainty and values undivided attention along with positive energy in both her professional and personal endeavors.
Her Interview
Ten minutes with Urwa
01What do you attribute your success to?
I attribute my success to chasing the uncertainty. When I moved out to LA, I had a couple hundred bucks in my bank account and I just graduated and I didn't really have anything lined up. It's easy for us as humans to chase comfort but comfortable with being discomfort is a really beautiful thing. Not being afraid of uncertainty and chasing it can lead to beautiful things.
02What’s the best career advice you’ve ever received?
Somebody once told me that don't confuse preparing yourself with needing to be ready, which in other words I think it's just like start before you're ready. Most filmmakers lose themselves in this idea of perfectionism which doesn't necessarily exist in art form. Removing the idea of perfectionism and start before you're ready has changed the way I approach work now.
03What advice would you give to young women entering your industry?
Don't confuse being prepared with needing to feel completely ready about it. Some of the most important chapters begin before you have confirmation or proof that it's going to work out. Build real skills. No matter how something goes there's always a learning curve. Trust the experience that you've earned and give yourself permission to evolve beyond wherever you are at right now.
04What are the biggest challenges or opportunities in your field right now?
The biggest challenge right now is AI. Traditional production is getting challenged. There's a new wave of content creators because AI has made things possible within means. You can't just rely on traditional media. There's a very big divide between filmmakers and AI creators. Don't resist the technological evolution that's taking place.
05What values are most important to you in your work and personal life?
Undivided attention and giving something your best energy time and effort. People will forget what you say but they will never forget how you made them feel. Good vibes and having good energy and a good outlook is very important. Pouring out just good energy because what you give out in the world is what's going to find its way back to you.
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