How NOORstudios is Illuminating the Region’s Creative Scene

Meet Yasmeen Afifi and Bex, the visionaries building NOORstudios

In Arabic, Noor means light, and since its founding, NOORstudios has lived up to its name, lighting up the creative world with brilliance and purpose. Co-founded by best friends Yasmeen Afifi and Bex, the Cairo- and New York-based studio is undefeated when it comes to championing Black and Brown narratives, celebrating underrepresented voices, and creating a space where creativity thrives and talent is recognized. “As Women of the Light, we transcend boundaries with every project to ensure voices are heard and visions are realized,” they tell MILLE. With a focus on visual storytelling, innovative strategies, and deeply resonant projects, NOORstudios is more than just a company. 

The idea for NOORstudios started in 2022 when Bex, a New Jersey-raised creative maven, realized how overlooked behind-the-scenes roles in the industry were. “I wanted to give us our flowers,” she explains, highlighting the vital yet undervalued contributions of video editors, lighting designers, and more. Afifi, an Egyptian-American multihyphenate, joined soon after, bringing her strategic skills and passion for championing MENA culture, helping scale NOOR into the powerhouse it is today.

Their work speaks volumes: styling Nadine El Roubi for Rolling Stone, crafting visuals for Rema’s tour, and producing a digital concert advocating for Gaza, to name a few. This December, they’ll curate a global soundstage at XP Music Futures in Riyadh, showcasing emerging talent from the region and beyond. When asked about the future, they say, “We’re diving into experiential events, NOOR-owned films and apparel, and work that resonates emotionally, spiritually, and culturally with our community.”

Their dream? To establish flagship spaces rooted in their home—both in the SWANA region and in New York—that reflect their mission and creativity. “Simply put, we want to make beautiful work that makes our people feel seen and heard.”

 In a candid moment, they shared their thoughts, advice, and dreams in a quick-fire Q&A:

What advice would you give someone starting a creative agency today? 

Develop your style and stick to your gut. Find your team, understand their whys and trust each other. Stay organized, have weekly meetings with your team. Give yourself a day off and bond. Save money when you can and lead every project like it’s your own.  Closed mouths don’t get fed. Know your value and worth and honor it by staying true to your boundaries and integrity. Practice an abundance mindset– ideas and opportunities are infinite, just like noor. 

What legacy do you hope NOORstudios will leave in the creative industry? How do you think your agency will influence future creative trends in the MENA region and beyond? 

There are no rules. With collective collaboration and mutual respect, you can do anything because two is better than one. We hope to create a safe space for creation where artists and brands around the world come to NOORstudios to bring their ideas to life. Whenever people come to NOORstudios, they will feel the essence of what we are collectively building. By creating our own rules and honoring our ideas and owning them, it will create a NOOR ripple effect that will be felt globally and will inspire creation and innovation.

 

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How do you ensure that your work not only stands out but also resonates on a cultural or social level?

Bex: Creating something dope but with intention and meaning behind it all. Leaving people with questions and thoughts but feeling unbreakable, and beautiful at the same time. As global citizens of the world, our travels, experiences, and ancestors guide every decision and influence every idea.

Yasmeen Afifi: Our work will always stand out and resonate with our community because we move with pure intentions and a drive to amplify Black and Brown voices and visions. NOORstudios is a safe space and for that reason, we’ve gravitated towards working with womxn in the scene that share similar values and creative directions. 

 

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Any dream projects? 

Bex: Kali Uchis; a feature film about the concept of a name.

Yasmeen Afifi: I dream of empowering our local artists into global stars and equipping them to take on the global stage. I’d love to program a festival championing SWANA artists that celebrates our culture and creativity and brings the community together.

 

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If your agency were a fictional character or a brand, who would it be and why?

Bex: Her name is Glacier + Palm, living on an island where there are ice mountains yet the sun is shining and the weather is hot. The other side of the island would be a breezy crystal sand blue sea with a trampoline and fruit. We’d be playing with dolphins, penguins and crocodiles. Haha, this is a fantasy film but honestly it’s all about unity and love. It’s the idea behind “we are so similar than we are different” for the world.

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