Karima Asaad is a creator unbound by the regular. Unbound by the routine, the pedestrian - with differentiating ideas, and unconventional, creative executions. She is an explosion. Her work, like herself, is energy, fervour and zeal. And it's been an unfolding, a transformation.

Karima started as a photojournalist. Everything from life in the Middle East to capturing a gunman in Darwin to the Je Suis Charlie protest in Paris. Shooting high-end advertising campaigns for Westfield, the Virgin Group, and creating compelling images for the Violence Against Women Campaign for the Australian Government.

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 emphasises the importance of reality as an inspirational springboard to create magic by only working with the best. And it shows.

Client list: Special Group, DDB, BMF, Australian Goverment, Westpac, Tart, Voly, Australian Tourism, Samsung, Virgin Group, Westfield, M&C Saatchi, Commonwealth Bank, Banjo, We Are Social, Zip It, Sibling, Glints, The New York Times, The Telegraph, Australian Geographic, Getty, The Daily Telegraph, NT News and Rolling Stone Magazine.