EPISODE 09

In this episode of The Business of Modelling, Tessa sits down with Ishani Pawar, Managing Partner of Dubai Production Company, Magnet Connect. Ishani’s journey began as a model in India before moving to Dubai, where she started as an office manager at BareFace Models and helped launch and grow their production arm, which eventually became independent as Magnet Connect. Over two decades, she has thrown herself into everything required, from chasing late models at 5am to producing global campaigns for brands such as Gucci and Audi.

Ishani Pawar on Production, Patience and Building an Empire in Dubai’s Creative Renaissance

Interview by Tessa Dewing of The Business of Modelling Podcast

Ishani Pawar never imagined she’d run one of Dubai’s most influential production companies. Starting as a model in India before moving to Dubai, she spent over two decades transforming from an office junior at BareFace Models into a Managing Partner of Magnet Connect – one of the UAE’s leading production companies.

We met in sunny Dubai to discuss her remarkable journey, the evolution of the region’s creative industry, and why embracing chaos is essential for any successful producer.

“I Need to Get One of Those Job Things Going”

After marrying at 21 and settling in Dubai, the former model found herself restless. “I went to Venetia and Justine who owned BareFace Model Agency, and said, ‘I need to get one of those job things going for me because it’s really boring.’ They said, ‘What can you do?’ I’m like, ‘I have absolutely no idea. You’re going to have to tell me.’

That honesty launched my career. Starting as an office junior, she quickly moved into booking, learning the way of Dubai’s emerging creative scene.

“Two decades ago, modelling wasn’t a career path here. You’d schedule a model for 5am and they’d show up at 8.15am saying, ‘It’s a Sunday morning, I’ve had such a long week’.”

From Talent Management to Production Powerhouse

“Venetia called me one evening and said, ‘You’re going on a set tomorrow at 4am as a styling and production assistant.’ That first day, I was picking up cigarette butts, cleaning garbage bins and making sure the caterers were okay – I didn’t have a minute to sit. I absolutely loved it!”

By 2011, Ishani had co-founded Magnet Connect, recognising that being tied to a talent agency created conflicts of interest. “We couldn’t continue only working with BareFace Models, and they couldn’t only work with our production side.”

“This World Will Always Need the Emotional Touch of a Human”

Today, Magnet Connect represents the evolution of Dubai’s creative landscape. International clients now make up to 50% of their business, which is a dramatic shift from how things were before,

 “When we first started, it was primarily local clients – airlines, properties, hotels. Today we’ve done global campaigns for Gucci, Audi and so many more. The transition has been huge.”

Ishani credits Dubai Media City’s development for much of this growth: “They created systems, processes and opportunities for creatives worldwide. What used to take two days of phone calls to figure out permissions now takes a click while the client is on the phone.”

The 300-Person Production That Defined Her Career

One of her proudest achievements came when a major airline client came to her. “They said, ‘We’ve had a problem with our production partners. We’ve got two weeks.” In two weeks, I put together a team of 300 people with over 400 talent – five directors, five photographers, all running individual sets simultaneously.’

But the production also brings unexpected challenges. “Recently, I got a phone call: ‘We need your help. Our director has thousands of dollars’ worth of equipment strapped to him, and he’s tripped and fallen into a pond.’ I’m like, ‘Let me think. I haven’t had this one before.”

“You Either Love Production or You Can’t Do It”

“Production comes with stress. You either love it or you can’t do it. You have to thrive on it. As a producer, your brain gets trained to pre-empt everything – what happens if the location is suddenly not available? What happens if the talent doesn’t turn up?”

She looks for specific qualities in new producers: “Work ethic is super important. You can never be late. You can never be whinging. You have to be willing to do anything and learn to trust the process as it’s probably not going to go as per your plan.”

Looking Forward: AI, Arabic Content, and Global Recognition

Ishani sees exciting changes ahead for the Middle East’s creative industry. “The world is going to see a lot more Arabic content. Filmmakers are creating fantastic movies that get dubbed into different languages. Most universities here now offer production and filmmaking as serious subjects.”

On AI, she is optimistic rather than threatened: “I don’t feel threatened because the world will always need the emotional touch of a human that AI cannot give. But we’re using it for scripts, post-production – things that used to take a month can be done in a week.”

Final Advice: “An Opportunity Must Never Get Wasted”

For women looking to build careers in the creative industries, Ishani’s advice is very simple: “Don’t shy away from it. Whatever your vision is, keep it set in your head. I told Venetia and Justine in my first appraisal that one day I’d take over the business. There’s always an opportunity – you may fail, you may succeed, but an opportunity must never get wasted.”

Looking back on her journey from India to becoming a production mogul in Dubai, her biggest lesson is patience: “I was always in a rush. I wanted to become a general manager immediately. But when I look back today, everything happened for the right reason. What could have worked yesterday wouldn’t work tomorrow.”