While writing her thesis at the Courtauld Institute of Art, Ali began making immersive videos to support her writing. Upon the completion of her degree she swapped academia for music videos. Her promos for artists including Loyle Carner, Poppy Ajudha and Connie Constance saw her work recognised at the UK MVAs and Kurr named VEVO’s ‘One To Watch’. Since then, she has directed commercials for the BBC, Nike, Samsonite and Corona, while her narrative debut ‘Sparrow’, made alongside BAFTA nominated producer Sorcha Bacon, opened BFI Flare’s ‘Calm Before the Storm’ showcase. In 2019, Kurr was named an ‘Emerging Brit’.