Karima
Karima Asaad is an independent Sydney-based visual-artist, director, and photography practice offering project-based photography, film direction, and creative direction services to enterprise brands and advertising agencies globally, including Disney, Samsung, Virgin, Puma, and Commonwealth Bank.
- Company typePrivate
- Founded2012
- Headquarters—
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Karima does
Karima Asaad (operating as 'Karima') is an independent visual-artist, director, and photography practice founded in 2012, structured as a sole proprietorship with 1-10 employees and headquartered in Sydney, Australia. The studio delivers project-based creative services—commercial photography, film direction, and creative direction—for enterprise brands and advertising agencies across beauty, banking, technology, telecommunications, food and beverage, airlines, government, and fashion. Core product lines are Film Services, Photography Services, and Creative Direction, all anchored in a distinctive 'sensual anthropology' methodology derived from the principal's photojournalism and documentary background in Europe, Australia, and the US.
The practice monetises through project-based commissions sourced predominantly via advertising agencies (Ogilvy, DDB, BMF, M&C Saatchi, Special Group, VMLYR, This is Amplify, Papermoose, Dig, Two G's, Sibling, Jane Doe) and direct brand relationships. Client logos include Disney, Samsung, Virgin Group, Puma, TRESemme, Vaseline, KFC, Qantas, Westpac, Commonwealth Bank, Vodafone, Samsung, Westfield, Scape, the Australian Government Department of Health and Aged Care, and the Australian Digital Health Agency. Geographic reach is delivered through specialist representation partners: Louis & Co (Australia), Durable Goods (US Film), Great Guns (UK/Asia/Middle East Film), Chamni's Eye (Thailand Photography), and a direct US photography representative.
The underlying 'technology' is non-software: visual storytelling executed through documentary-trained observation, intimate portraiture, and direction of subjects and crews. There are no proprietary software features, no AI/ML components, and no platform or API surface. Pricing is not publicly disclosed; engagements are negotiated project-by-project through agency or direct-client relationships. Karima Asaad also co-founded and serves as CCO of TMRW, a separate venture that extends her storytelling practice into culture- and behavior-shifting creative work, translating complex or scientific subject matter into human-motivating content.
Karima firmographics
Firmographics- Name
- Karima
- Legal name
- Karima Asaad
- Website
- https://karimaasaad.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Karima Asaad is an independent Sydney-based visual-artist, director, and photography practice offering project-based photography, film direction, and creative direction services to enterprise brands and advertising agencies globally, including Disney, Samsung, Virgin, Puma, and Commonwealth Bank.
- Ownership category
- akta.pro rank
Karima industry classification
Industry- Product category
- Commercial Photography and Film Direction Services
- NAICS
- Commercial Photography (541922), Photographic Services (54192)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Content Production (Video, Design, Copy, Studio) (BPAFAAAF)
Keywords
Karima business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Creative Services - Photography and Film Direction: Project-based creative services for brand campaigns, advertising, and editorial work. Revenue generated through commissions for photography production, film direction, and creative direction on campaigns for enterprise clients and agencies.
Go-to-market motion1 record
Distribution channels6 records
Marketing channels3 records
Karima product offering
Product offeringCore offering
Karima Asaad operates an independent creative studio delivering commercial Film Direction and Photography services, supplemented by Creative Direction. Work is commissioned by enterprise brands (e.g., TRESemme, Disney, Samsung, Virgin Australia, Westfield, Puma, Commonwealth Bank) and advertising agencies (e.g., Ogilvy, DDB, BMF, M&C Saatchi, Special Group) for brand campaigns, advertising, and editorial projects, with global representation across Australia, the US, UK, Asia, Middle East, and Thailand.
Product overview
Karima Asaad operates as a visual artist studio offering two primary service lines: Photography Services and Film Services, complemented by Creative Direction capabilities. The portfolio showcases commercial work for major brands (TRESemme, Disney, Vaseline, Virgin Australia, Samsung, Westfield, Puma) alongside personal artistic projects. The offering represents a unified creative practice centered on raw, intimate visual storytelling with a focus on women's perspectives and authentic human connection.
Differentiator
Problem solved
Functional benefit
Products and services
- Film Services Commercial film production services including campaign films, brand films, and documentary-style visual content directed for enterprise clients and advertising agencies. Past engagements include Australian Ethical, Disney World, TRESemme, Puma x Modibodi, Philip B, MCQ, UBANK, and Zara.
- Photography Services Commercial photography services spanning brand campaigns, fashion, beauty, lifestyle, and editorial work for enterprise brands and agencies. Past engagements include Fella Swim, Vaseline, Puma x Modibodi, Virgin Australia, Samsung, Westfield, Commonwealth Bank, TRESemme, KFC, Vodafone, Qantas, Westpac, Australian Ethical, and Australian Government BEFOREPLAY.
- Creative Direction Strategic creative direction applying storytelling instincts to brand world-building, narrative shaping, cultural codes, and emotional clarity for campaigns and brand development.
Companies that use Karima
Customer profileNamed customers26 records
Segments3 records
Ideal customer profiles3 records
Karima technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Karima partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and minor.
- OgilvycoreMajor global advertising agency that commissions Karima for client campaigns including Australian Government BEFOREPLAY STI awareness campaign and Vaseline skincare campaigns. Long-standing creative partnership.
- Special GroupcoreAustralian creative agency that commissioned Virgin Australia Business Flyer 'Life Amplified' campaign. Ongoing creative partnership for major brand work.
- M&C SaatchicoreGlobal advertising agency partnership for Commonwealth Bank campaigns and other brand work.
- DDBcoreGlobal advertising network commissioning creative work for brand campaigns.
- BMFcoreAustralian creative agency with ongoing creative partnership for brand campaigns.
- Jane DoecoreCreative agency partnership for Scape student accommodation campaigns, creating authentic student lifestyle content.
- Louis & CocoreExclusive representation in Australia for both film and photography. Contact: Louis Molines, P +61 401 755 638.
- Durable GoodscoreUS film representation. Contact: Hani Salim, P +1 310 452 9644, F +1 310 480 8738.
- Great GunscoreUK, Asia, and Middle East film representation. Contact: Laura Gregory, P +44 7768 877 215.
- Chamni's EyecoreThailand photography representation. Contact: Jun Bunnag, P +66 89 996 1441.
- TMRWcoreKarima serves as CCO and co-founder of TMRW, applying her storytelling expertise to building culture-shaping worlds beyond campaigns. TMRW translates complex science into engaging content for behavioral change.
- VMLYRminorAgency partnership for Australian Digital Health Agency campaigns.
- This is AmplifyminorAgency partnership for Samsung brand photography campaigns.
- Pretty SoonminorAgency partnership for Puma x Modibodi period-proof activewear campaign.
- PapermooseminorAgency partnership for Australian Ethical 'Love Money, Love the Planet' ethical investing campaign.
- DigminorAgency partnership for Tart sparkling rosé 'Tart and Proud' campaign.
- Two G'sminorAgency partnership for Voly grocery delivery brand campaign.
- SiblingminorAgency partnership for Westfield campaigns including student lifestyle and retail promotions.
- FlippminorProduction company partnership for Tart, Voly, Commonwealth Bank, and Westfield campaigns.
- Push Media and Loveridge ProductionminorProduction partnership for Puma x Modibodi campaign.
- LoveridgeminorProduction company partnership for Virgin Australia and Australian Digital Health Agency campaigns.
- Ogilvy SingaporeminorRegional agency partnership for Vaseline skincare campaign with production through Chamni's Eye.
Recent moves5 records
Expansion highlights5 records
Karima competitors and assessment
Company assessmentDirect peers
- Mario Sorrenti: American fashion photographer shooting campaigns for luxury and lifestyle brands. Comparable as a single-artist commercial photography practice serving premium briefs through agency relationships.
- Inez & Vinoodh: Dutch photography and directing duo with major fashion and beauty brand campaigns, similar artist-driven premium positioning and agency-led commercial work.
- Mert & Marcus: Fashion photography duo shooting campaigns for luxury and lifestyle brands internationally. Comparable as high-end commercial image-makers with a strong personal-aesthetic identity and agency-driven client flow.
- Tim Walker: British fashion and advertising photographer/director with a distinctive artistic vision shooting for luxury and lifestyle brands globally. Comparable as an independently represented fine-art-trained commercial photographer serving premium brand campaigns.
- Annie Leibovitz: Iconic American portrait and commercial photographer with a comparable brand-roster model — shooting for Disney, Vogue, and major global advertisers through agency commissions. Most direct comparable in terms of solo-artist commercial practice with international brand access.
- Nick Knight: British fashion photographer and director whose image-making work for major fashion and beauty brands parallels Karima's premium brand-campaign model. Both operate independent studios pushing distinctive visual styles into commercial briefs.
Broad incumbents
- Radical Media: Global production company producing commercial films and photography campaigns for major brands. Represents a broader, multi-talent alternative to a single-artist practice serving similar advertising clients.
- Iconoclast: Global production company representing directors and photographers for advertising, fashion, and branded content. Comparable as a scaled intermediary operating in the same commercial-creative talent space.
- Anonymous Content: Major global commercial production company representing directors and photographers for advertising campaigns across categories. Comparable as a scaled provider of commercial film/photography services with overlapping brand and agency clients.
- Smuggler: International production company with a roster of commercial directors and photographers serving major brand campaigns. Functions as an alternative pathway for agencies seeking premium commercial film/photography talent.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Karima social profiles
Digital presenceKarima financial estimates
Financial estimateRevenue estimate
Valuation estimate
Karima leadership team
Management profileNumber of profiles
Profiles1 record
Karima funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Karima M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Karima
What does Karima do?
Karima Asaad operates an independent creative studio delivering commercial Film Direction and Photography services, supplemented by Creative Direction. Work is commissioned by enterprise brands (e.g., TRESemme, Disney, Samsung, Virgin Australia, Westfield, Puma, Commonwealth Bank) and advertising agencies (e.g., Ogilvy, DDB, BMF, M&C Saatchi, Special Group) for brand campaigns, advertising, and editorial projects, with global representation across Australia, the US, UK, Asia, Middle East, and Thailand.
Is Karima a public or private company?
Karima is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Karima founded?
Karima was founded in 2012. It employs 1 to 10 people.
How does Karima make money?
One revenue line is on record: creative Services - Photography and Film Direction.
Who are Karima's main competitors?
Direct peers on record are Mario Sorrenti, Inez & Vinoodh, Mert & Marcus, Tim Walker, Annie Leibovitz and Nick Knight. Broad incumbents are Radical Media, Iconoclast, Anonymous Content and Smuggler.
Does Karima have an API?
No public API is recorded for Karima.
What industry is Karima in?
Karima's product category is Commercial Photography and Film Direction Services. Its primary akta.pro industry code is BPAFAAAF, Content Production (Video, Design, Copy, Studio). Its NAICS code is 541922 and its SIC code is 7330.