Karima Asaad describes her life experiences as constantly changing, like a fever dream. But within that, there are some constants that remain. She loves capturing extravagance in art, and is obsessed with the seemingly contradictory states of the outrageous and the structured, the clean and the dirty. She is also drawn to naughtiness, dirty jokes, and people who embrace her inner child.

At 21, Karima dove headfirst into photojournalism. She traveled the world, meeting all sorts of strangers and asking if she could photograph them. She says one day she thought, “What if I could make these photos even more theatrical?” It was that spark of curiosity that led her into advertising. “I always wanted people to see the world through my lens; to see the pure, unfiltered me,” Karima explains. Over time, she began to weave stories into her work, “turning snapshots into narratives.”

Since then, she’s dedicated herself to telling stories that evoke real emotions by combining everything she learns from the world around her in a way that connects with individuals and brands.

In this interview, we speak to Karima to find out more about the director and photojournalist who just joined the Great Guns roster.

LBB> You have worked in different regions of the world. How does this international experience influence your photography and directing style?

Karima> Traveling the world and immersing yourself in international markets is an overwhelming journey. It broadens your perspective and forces you to see the world through a kaleidoscope of cultures. You learn to connect disparate threads and find common ground in the most unexpected places. It’s more than just staying up to date with the latest trends and styles; it’s about feeling the pulse of different societies, soaking up their essence and letting it influence your creative madness. It keeps you razor sharp and your work bursting with fresh, vibrant energy.

LBB> How do you navigate the different demands and creative processes between photojournalism and creative advertising?

Karima> Navigating the demands and creative processes between photojournalism and creative advertising is like walking a tightrope between two different worlds. Photojournalism is about capturing the unfiltered truth. You are in the thick of it, documenting reality as it unfolds, with an eye for the moment that tells the story. This requires a certain level of detachment, the ability to observe without intervening.

Creative advertising, on the other hand, is a beast of a different nature. Here you develop a vision and shape reality to tell a compelling story that grabs attention and sells a message. It is more controlled, sophisticated and requires a deep understanding of the audience’s psyche.

Balancing these two areas requires me to meet their unique demands while staying true to my creative core. It’s about knowing when to step back and let the story reveal itself, and when to step in and shape it with a bold, imaginative touch. The key is to maintain that authenticity, whether you’re capturing the harshness of the real world or conjuring up a vivid, theatrical scene.

LBB> What do you consider to be your most significant achievement and what impact has it had on your career?

Karima> I’d say the real turning point was focusing on my mental health. By taking care of my mind, I was given the emotional bandwidth and space I needed to let my creativity flow. It opened up a space where I could truly express myself, unencumbered by the chaos that once clouded my thoughts. This clarity allowed me to dive deeper into my work, explore new depths and push boundaries I never thought possible. It is the foundation for everything I create.

LBB> With your client base being so diverse, from the New York Times to Commonwealth Bank, how do you tailor your approach to the individual needs of each client?

Karima> My mission is to create work that is brutally honest with myself. They come to me for the raw, unvarnished truth, and that’s exactly what I deliver. I refuse to bend to conventional standards or water down my vision. It’s about staying true to my wild, chaotic soul and letting that authenticity shine through in each piece. I will not compromise or conform. My work is a reflection of who I am, and that’s what makes it stand out in a world drowning in mediocrity.

LBB> As a photographer and director, how do you ensure that your work respects and accurately represents the cultures and stories you capture?

Karima> Research. Research. Research. And a hell of a lot of observation. I immerse myself in the subject and become a part of it. I try to capture the pure, unfiltered truth without distorting the lens. My goal is to document reality as it is – gritty, vibrant and unsparing. It’s about finding the essence and freezing it in time, without artificial gloss.

LBB> What new trends or technologies in photography excite you and how do you integrate them into your work?

Karima> I am completely hooked on ChatGPT. It has completely changed the way I articulate my work. As a neurodivergent person, it helps me express my thoughts and gives me more time for my creative chaos.

LBB> What are the differences between your approach to storytelling when working on a single image and your approach to a series or multimedia project?

Karima> My approach to image making is all about storytelling. I have a talent for re-enacting the story and whether it’s a series or a single shot, I aim for the most striking moment that sums up the story. By capturing a sequence of actions and reactions, we eventually strike gold – the perfect moment that tells the story. But we don’t rush into photography thinking we’ll end up with just one shot. It’s an unpredictable journey of discovery.

LBB> Which photographers or visual artists have inspired you and how have they influenced your work?

Karima> David LaChapelle never fails to grab me with his shock factor and vibrant style. His work is a neon explosion that challenges convention and forces you to confront your own limitations. David Fincher’s voyeuristic elements and intense influence on the viewer’s psyche are a trip. He delves deep into the dark corners of the human mind and uncovers truths that are both disturbing and fascinating. And Annie Leibovitz – her graceful, surreal intimacy in photography is like a dreamscape that I never want to leave. She captures the soul of her subjects and creates a connection that is both tender and profound.

LBB> Can you tell us about a project that had special meaning for you and why it stood out?

Karima> The Modibodi x Puma collaboration has been a wild, groundbreaking journey. It gave me the chance to tackle a taboo that desperately needed to be brought into the spotlight. There was a mountain of misinformation about the menstrual cycle and women’s needs, but I think we blew some myths out of the water and empowered women when they needed it most.

LBB> Looking ahead, are there any particular themes or stories you would like to cover in your future work?

Karima> I’m currently neck deep in issues of empowerment and cultural identity. The ego, with its twisted branches and multi-layered influence on culture, has me completely captivated. It’s a wild ride through the human psyche.