• Neutrogena apologizes for dropping Hayden Panettiere as she battled postpartum depression in 2015

  Neutrogena is finally apologizing to Hayden Panettiere — days after her tragic death — for axing her contract in 2015 while she was in the throes of postpartum depression, Pag Six writes...

• Tsaghkunk Restaurant & Glkhatun becomes the first Armenian restaurant included in The World’s 50 Best Discovery

  A landmark moment for Armenian gastronomy: Tsaghkunk Restaurant & Glkhatun has become the first restaurant from Armenia to be included in The World’s 50 Best Discovery, bringing international attention to the country’s evolving culinary scene...

• Jardins d'Arménie at the Monte-Carlo Television Festival: A Story of Heritage, Told Globally

  Monaco, June 2026 – Jardins d’Arménie – Royal Brandy, the flagship brand of Pogossian Luxury Brand House, had its distinguished presence at the 2026 Monte-Carlo Television Festival as Crystal Partner, bringing Armenian heritage, craftsmanship and cultural excellence to one of Monaco’s most prestigious international gatherings...

• Armen Pogossian Represents Armenia at Forbes Under 30 Summit China, Empowering the Next Generation of Global Entrepreneurs

  Armen Pogossian, Owner of Pogossian Luxury Brand House, became the first Armenian entrepreneur to appear within the Forbes Under 30 platform in China, marking a significant milestone for Armenian entrepreneurship, luxury craftsmanship, and international business representation...

• At the center of Yerevan is Azatutyun, and at the center of Azatutyun was Jazz: A Memorandum of Cooperation Signed in a Jazz-Inspired Atmosphere

  A warm Yerevan evening, jazz, signature cocktails, and Azatutyun. The premium multifunctional complex marked the beginning of yet another international partnership...

• AI Sex Bots Fulfill Sexual Desires and Fantasies Faster and More Efficiently Than Humans

  Artificial intelligence doesn’t just accept users’ boldest sexual fantasies – it actively accelerates their development. That’s the conclusion reached by analysts at Vantage Point Counseling in a new study...

• 1,430 diamonds on a single watch: Vacheron Constantin’s new collection stuns

  Vacheron Constantin has unveiled a new chapter in its sports-elegant line with the Overseas Self-Winding High Jewelry collection…

• Labubu heads to Hollywood

  The mischievous, wide-eyed character Labubu, a global phenomenon among collectors, is officially making its way to Hollywood…

Today we are speaking with Aza Shahazizyan - one of the leading executive producers in Armenia, the founder and owner of Arm Line production company that has positioned Yerevan on the global filming map. Known for hosting international shoots, major commercial campaigns, and music videos for globally recognized brands,artists and filmmakers, she has become a key figure in shaping Armenia’s production industry.

You’re one of the leading executive producers in Armenia. How did your journey in the production industry begin?

My journey didn’t begin with the title “executive producer.” It began on set -observing, assisting, solving problems, and understanding how every moving piece connects. I was a student when one of the biggest fashion industry companies decided to shoot their catalogue in Armenia and they were searching someone who was fluent in English. 

I saw how an idea on paper transforms into something cinematic and emotionally powerful. I worked across different roles, which gave me a 360-degree understanding of production from creative development to logistics, budgeting, and crisis management. That foundation shaped the way I lead today.

Your company (Arm Line Production) is known for hosting international shoots in Armenia. What were the key milestones that positioned you on the global map?

There wasn’t one single moment, it was a series of strategic decisions that gradually positioned us internationally.
The first milestone was shifting our mindset from “local production company” to “international service partner.” From day one, we built our systems to match global standards. We didn’t wait for international clients to demand it; we prepared in advance.

The second milestone was our first major international campaign which was about delivering under pressure. Tight timelines, multicultural crews, complex logistics. In this industry, reputation moves globally.
Another key step was building long-term relationships rather than one-off projects. International production is built on trust. Once clients realized they could rely on a team based in Yerevan to operate with the same discipline as companies in Europe or the U.S., repeat collaborations followed. They become our big family from the beginning to the end. 

You’ve produced music videos and commercials for globally recognized brands. Can you share some standout projects?

Several projects stand out not only because of the brands involved, but because of what they represented for us as a company.

One of the defining moments was servicing a regional campaign for Pepsi-Mountain Dew energetics, Marks and Spencer globally known brand and the oldest perfumery brand Yardley London. 

It was a large-scale production with international agency teams, tight delivery schedules, and complex coordination across multiple locations. What made it special wasn’t just the scale — it was proving that a production team based in Armenia could execute at that level without compromise. When you’re working with a global brand, every frame carries responsibility.

On the music side, we’ve produced videos where the emotional storytelling was just as important as the production scale. Music videos allow more experimentation visually and conceptually and those projects often push us creatively in ways commercials don’t.

For me, standout projects are not defined only by the logo attached to them. They’re defined by growth. Each major collaboration elevated our standards, expanded our capabilities, and strengthened our reputation in the global production landscape.

What makes Armenia attractive for international productions?

I didn’t create a company just to do production. I created it to build a bridge between amazing people from different angels of the world. Armenia has the creative depth, geographical diversity, and cost competitiveness to become a serious production destination in the Caucasus region
It offers three major advantages:
1.    Diverse locations within short distances
2.    Highly adaptive crews
3.    A strong cultural aesthetic

In one day, you can shoot urban architecture, mountains, monasteries, and contemporary interiors all within a few hours. Within short driving distances from Yerevan, you can access dramatic mountains, raw industrial backdrops, ancient monasteries, modern urban architecture, and untouched landscapes. Few countries offer that visual diversity in such a compact radius. For directors, that means more creative options and greater production efficiency. 

But more importantly, Armenian crews are solution-oriented. International productions value that.  So we are proving that a production company based in Yerevan could operate with the same precision, discipline, and creative ambition as any major international market. We understand that when a global brand or filmmaker chooses a territory, they’re taking a risk. Our job is to eliminate that risk. We anticipate challenges before they arise.  Armenia is no longer an emerging option it’s a strategic one. 

We have heard a lot that you are special loved by everyone you work with.  Aza what makes your leadership stand out in managing both local teams and global partners?

I believe production is about trust. And trust begins with leadership. Our local crews respect the company because they know we invest in them, we protect them, and we elevate them. As a producer and owner, my role is to create balance. My responsibility is to align both worlds so that no one feels like they are compromising.

People often tell me that what differentiates our leadership is clarity and calm under pressure.My job is to absorb that pressure so the team can stay focused and motivated. When crews feel supported and respected, they perform at their highest level.

I also believe respect is earned through consistency. I am present and available 24 hrs for everyone. I am involved. I take responsibility when things go wrong, and I give credit when things go right. That builds loyalty both locally and internationally. People enjoy working with us not only because we deliver excellence but because the process feels collaborative, professional, and human. 

In the end, production is a people driven industry. Equipment can be rented. Locations can be scouted. But a respected leadership culture that’s what truly makes a company the best.

Follow NEWS.am STYLE on Facebook, Twitter and Instagram