Karima Asaad

Asaad is a dynamic creative force, seamlessly blending her talents as a photographer, filmmaker, and art director. Based in both Sydney and New York, she is expanding her reach in the commercial advertising realm, crafting visually compelling narratives that resonate with audiences. An award-winning artist, Asaad has a unique ability to capture fleeting moments that spark curiosity and invite viewers into a deeper engagement with her subjects. Her work is characterized by a raw, slightly voyeuristic quality that encourages reflection and connection. Before establishing her vibrant career in Sydney, Asaad honed her craft as a photojournalist and freelance creative photographer in iconic cities such as London and New York, as well as the diverse landscapes of the Northern Territory. These formative experiences trained her to seize the ephemeral vignettes of life—spontaneous and intimate moments that tell powerful stories through her lens. Today, Asaad's artistic vision enriches the campaigns of notable clients including Westfield, Commonwealth Bank, Westpac Bank, Puma, Samsung, Voly, and the Australian Government, where she continues to capture the essence of life in all its complexity. Her work not only showcases her technical skill but also her profound understanding of the human experience.