We caught up with the brilliant and insightful Zulfiqar Ahmed a few weeks ago and have shared our conversation below.

Zulfiqar, thanks for joining us, excited to have you contributing your stories and insights. Did you always know you wanted to pursue a creative or artistic career? When did you first know?

I first realized I wanted to pursue a creative path during my teenage years, but the signs were there long before that. My mom filmed a lot of my childhood on a VHS camcorder, and looking back now, I see how significant that was. Watching those tapes with her made me appreciate the importance of preserving memories and creating new ones. Ironically, it laid the groundwork for what I’m doing now with music videos, as the hints of my future were there all along.

Growing up in Kuwait was a huge influence on me. The constant background noise of MTV, VH1, and MBC 2 filled our home with music and visual art from all over the world. I remember being a kid, playing with my toys while those channels showcased creative storytelling. It fostered my love for visual narratives. My dad also contributed to my curiosity, occasionally taking me to pop-up car shows at the beach, where I would ask him countless questions about how the cars were built. He was always patient and answered my questions which was a significant part of how I approach things that are new to me.

At around 10, I discovered 3D modeling through SketchUp, where I created simple CAD models of houses with placeholder people. That was my first taste of bringing ideas to life. I drifted into electronics, tinkering and DIY projects that involved PCB designs and coding, but my passion for storytelling really took off with games like Assassin’s Creed and comic books like Tintin. These experiences led me to start sketching characters and writing short stories, igniting my interest in world-building.

Photography became a pivotal moment for me. It was the first medium where I experienced both praise and criticism, pushing me to be more intentional in my creative process. This is also when I developed the AZW character, a way to separate my thoughts from my work and experiment without the fear of judgment. Being a shy kid, it made it easier to focus on the art rather than myself which would change how people may judge me or perceive my work.

Simultaneously, I began producing beats, which opened up new avenues for creativity. Between 2020 and 2022, I produced a video podcast series that eventually led to videography for AZW and transitioned into music videos for Pa$ty and Wilmo. Collaborating with them on their visual and conceptual storytelling made me reflect on my own rich experiences growing up, showing me how interconnected everything has been.

All of these experiences have shaped my journey. While I can’t pinpoint one exact moment, by the time I started working with Pa$ty and Wilmo, I knew this was a medium that I wanted to grow in and make significant achievements in. It’s fascinating to look back and see how all these elements came together to guide me here.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Zulfiqar Ahmed, and I go by the moniker AZW, which is also my brand. As a creative director and videographer, I specialize in branding, visuals, and graphic design for musicians. My focus is on collaborating with a select number of artists to build long-term relationships that maximize our combined creativity.

I believe every artist has a unique story, and I take pride in documenting and sharing their journeys in the most creative ways possible. By fostering genuine connections, I can translate their ideas into compelling visual works, whether it’s album artwork or music videos.

What sets me apart is my commitment to understanding the individual behind the artistry. This deeper understanding allows me to create visuals that resonate with authenticity and emotional depth.

I am proud of the relationships I build with the artists I work with and the impactful stories we create together. My goal is to ensure that each project not only meets the artist’s expectations but also engages their audience meaningfully.

For potential clients, followers, and fans, I want you to know that my approach is rooted in collaboration and authenticity. If you’re passionate about your craft and looking for a creative partner to share your story, I’m here to help translate your ideas into striking visuals that truly reflect your vision.

Is there something you think non-creatives will struggle to understand about your journey as a creative? Maybe you can provide some insight – you never know who might benefit from the enlightenment.

One challenge non-creatives may face in understanding a creative journey is the societal belief that play and exploration are less valuable as we grow older. Children learn and develop through fun and games, but as adults, we often prioritize productivity over creativity, leading to a rigid mindset that can stifle artistic expression.

Additionally, many jobs today are repetitive and lack effective automation, requiring constant human oversight. However, with the rise of machine learning and automation, people will have more time to explore their creativity. This shift has the potential to usher in a new era of artistic expression, offering immense fulfillment and progress for society.

I believe this transition can help bridge the gap between creative and non-creative fields, as it encourages everyone to embrace their creative instincts and share their unique perspectives.

Any resources you can share with us that might be helpful to other creatives?

The park. The library. The neighborhood pond. The coffee shops with tables and free wifi and outlets. Fresh markets. Reddit. Youtube tutorials. Notes app. Shared Albums. Lightroom. Pinterest. A Leuchtturm1917 notebook. A felt tip pen. A point and shoot digital camera. A duffel bag. Good communication skills. A relaxed mind when meeting and discussing thoughts with people for the first time. An alarm tone that works for you that isn’t too scary but wakes you up. A good water bottle. A go-to meal that you can rely on when you are ultra lazy and do not have money for take out. A friend that you can brainstorm random ideas with at any time of the day. Public transportation. A good mentor, this can be a person in your life or someone that you look up to and learn from the experiences that they have shared. A pair of headphones. A light, but cozy comforter. A team, that you trust, who is as passionate about succeeding and innovating as you are.

Contact Info:

• Website: www.azw.pics
• Instagram: azwworldwide
• Youtube: https://youtube.com/@azwworldwide?si=KmzFWIphrZRphLdD

Image Credits
Zulfiqar Ahmed, Ali Dalal, Summer Fitzgerald