Check Out Apoorva Choudhary’s Story

Today we’d like to introduce you to Apoorva Choudhary

Hi Apoorva, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My journey into production design is a reflection of my love for storytelling, visual art, and creating immersive worlds. Growing up in an academically inclined family, where everyone is a doctor, I found my passion in something entirely different—films. Every Saturday, I would watch classic films with my parents, and that ritual sparked my fascination with how visuals could tell a story just as much as the script or acting could.

After completing my bachelor’s at Delhi University, I pursued a master’s degree in Cultural, Media, and Governance from Jamia Millia Islamia in Delhi. That was where I began to understand the deeper meanings of visual culture and media’s impact on society. I was captivated by how film and art could influence perceptions and evoke emotions, and I knew I wanted to contribute to this medium. So, I decided to pursue my MFA in Filmmaking at the New York Film Academy, Los Angeles. This was a turning point for me, as it gave me the hands-on experience I needed to navigate the film industry in a city filled with opportunities.

During my time at NYFA, I discovered that my true passion lay in the art department, where I could create environments that breathe life into stories. Set design and decoration allowed me to blend my organizational skills, creativity, and eye for detail. I found immense joy in transforming ideas on paper into physical worlds that could be lived in. While studying, I worked on numerous student films at both NYFA and UCLA, where I gained practical experience in production design, set dressing, and prop procurement.

As I built my skills, I began taking on more significant projects. I worked on two documentaries: Rooh, a docu-fiction for Netflix, where I was the assistant director to Alam Sidiqqui, and Abhasay and Lasaya, a tribal wisdom series by Anu Malhotra. I’ve also had the privilege of working with industry professionals like Yvonne Winfrey on the film White Vinigga and with high-profile clients such as Sephora and Tony Pizza while collaborating with organizations like The Cinema Junkies and Un Collective production houses. Each project allowed me to hone my ability to balance creativity with logistical planning, and I developed a knack for working with tight budgets and deadlines without sacrificing the quality of my work.

Currently, I am freelancing with three production houses: The Cinema Junkies, Un Collective Production House, and Wrightway Enterprises, all while navigating the complexities of the U.S. film industry as an international creative professional. Over the years, I’ve worked on 17 films, gaining experience in set dressing, set decoration, and production design. My role often involves everything from sourcing and managing props to building visually cohesive sets that align with a director’s vision.

What drives me as a production designer is the power of storytelling through space. Every set I design is an extension of the characters’ world, a place that enriches the narrative and allows the audience to fully immerse themselves in the film’s universe. It’s this blend of creativity, practicality, and passion for visual storytelling that has brought me to where I am today, and I’m excited to continue pushing the boundaries of what can be achieved in production design.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It hasn’t been a smooth road by any means. Like most people in the film industry, I’ve faced my share of challenges. Being an international artist navigating the U.S. film industry has been particularly tough. The visa process alone is complicated, and it limits opportunities, making it hard to establish a steady footing, especially when you’re building your career from the ground up.

Financial constraints have also been a struggle, especially when working on low-budget productions. It requires creativity not just in design, but in sourcing affordable props and materials while still maintaining high-quality work. I’ve had to be resourceful, often using thrift stores, Facebook Marketplace, or collaborating with local businesses to make projects work on tight budgets.

Another challenge has been establishing myself in a competitive industry. Getting recognized as a production designer, especially as someone without long-standing industry connections, takes perseverance. Every project requires proving yourself all over again.

Despite these challenges, each hurdle has taught me resilience and pushed me to sharpen my skills. I’ve learned to be adaptable, resourceful, and persistent, and those qualities have ultimately helped me grow as a designer and creative professional.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
As a production designer, my work revolves around creating immersive and visually compelling environments that bring stories to life on screen. I specialize in set design, prop procurement, and overall art direction, ensuring that every visual element aligns with the narrative and enhances the film’s world. My attention to detail, resourcefulness, and ability to work within budget constraints set me apart from others in the field.

One of the projects I’m most proud of is my film Blood Relations. This project challenged me to push my creative boundaries and collaborate closely with the director to create a haunting and emotionally resonant atmosphere. The set design played a crucial role in conveying the film’s themes of family and betrayal, and I’m proud of how we were able to achieve that within a limited budget. Working on Blood Relations helped me grow not only as a designer but also as a storyteller.

Beyond this project, I take pride in every project I’ve been part of, whether it’s a short film, a documentary, or a commercial. Each project has allowed me to contribute my expertise while learning something new. From working on documentaries like Rooh and Abhasay and Lasaya to collaborating with brands like Sephora, every experience has helped shape my approach to design.

What sets me apart is my ability to blend creativity with practicality. I’m known for being highly organized and resourceful, able to find innovative solutions even when working with tight budgets or timeframes. I believe in the power of collaboration and am committed to bringing a director’s vision to life while ensuring that every detail on set serves the story.

How can people work with you, collaborate with you or support you?
’m always open to collaborating with creative minds and working on new and exciting projects. Whether you’re a filmmaker looking for a production designer, a brand seeking a set decorator, or someone in need of a creative eye for any visual project, I’d love to explore how we can work together. My background in set design, prop procurement, and art direction makes me adaptable to various types of productions, from films and commercials to stage performances.

To get in touch, feel free to visit my website at apoorvadotchoudhar.wixsite.com, where you can see more of my work and learn about the projects I’ve been involved with. You can also reach out via my IMDb page, here, which lists the films and documentaries I’ve worked on.

I’m also active on Instagram at @llappyll, where I share behind-the-scenes glimpses of my creative process, set designs, and the projects I’m working on. You can DM me there if you’d like to discuss potential collaborations.

Whether it’s designing a set, consulting on the visual aspects of a production, or collaborating on a creative project, I’m excited to connect with other artists and visionaries. Let’s create something amazing together!

Contact Info:

• Website: https://apoorvadotchoudhar.wixsite.com/website-1
• Instagram: https://www.instagram.com/llappyll/
• Facebook: https://www.facebook.com/ardaapoorva/
• Youtube: https://www.youtube.com/channel/UCUZzwb5P7VxEBJ9jciwo6aQ
• Other: https://www.imdb.com/name/nm14216886/?ref_=ext_shr_lnk

Image Credits
@shotbypranavmehta
@kushagrajainphotography