Karima Asaad is a creator unbound by the regular. Unbound by the routine, the pedestrian – with differentiating ideas, and unconventional, creative executions.
Karima provides a female-safe creative environment, meaning she nurtures women who work for her and with her.
She has partnerships with The Special Group DDB, BMF, M&C Saatchi, Samsung, Virgin Group, Westfield, Philip B, We Are Social, Zip It, McCann, Sibling, New York Times, Rolling Stones, Getty and the Australian Geographic, to name a few.
She is an explosion. Her work, like herself, is energy, fervour and zeal. And it’s been an unfolding transformation.
Karima started as a photojournalist documenting everything from life in the Middle East to capturing a gunman in Darwin to the Je Suis Charlie protest in Paris.
Her advertising portfolio consists of humorous campaigns for the Virgin Group to high-end fashion for Westfield.
The thread that connects her work is her love of capturing the natural story; no pretence, no pomp, no bullshit, spur of the moment, authentic.
Karima and her collaborators debate, percolate, and create a personification; create a script and storyline that inspire talent to performances underpinning more creative, more relevant, and resonating content.
She emphasizes the importance of reality as an inspirational springboard to create magic by only working with the best. And it shows.