Karima Asaad once ran away - bolted through the hot scrub - from a Tinder date who was sitting on a long-drop toilet on day five of a hike on a remote outback trail, before hitchhiking back up to Darwin.
It was at that time her supportive mind chose to remind her of words of advice a Northern Territory copper once told her.
“If you bury anyone more than ten metres from a roadside in the NT, they will never find the body.”
Soon after she convinced that same bloke to be photographed sitting on a toilet in a pub during an unlikely - and brief - reunion, to re-enact the scene for a front page newspaper story under the headline, Dumped while taking a dump. She has a way of convincing people to do things they didn’t know they wanted to do.
“I had just turned 30 and he crossed my boundaries,” she said
“And I just did not want to live like that anymore. My safety is worth more than anyone’s ego. You know".
“It was from that day I decided I was going to tell my stories so other women felt like they could stand up for themselves".
“And I wanted to help other women tell their stories too.
“That is my story really.”
A creative executor, Asaad shoots stills, short films and art directs, and is expanding her commercial advertising work in Sydney and New York.
An award-winning artist, she captures moments that evoke our curiosity, and invites us to engage with the subject; her work is raw and slightly voyeuristic.
Prior to settling in Sydney, Asaad worked as a photojournalist and freelance creative photographer in London, New York and the Northern Territory.
Her formative years trained her to capture the ephemeral vignettes of life, spontaneous and intimate. Grabbing snippets of life by her lens.
There are now snippets of life in her work for her clients including Westfield, Commonwealth Bank, Westpac Bank, Puma, Samsung, Voly and the Australian Government.
“I think there are a lot of conversations around creating content with purpose. We’re flooded now with purpose, this. Purpose, that. Purpose, purpose, porpoise,” she said.
“I think perspective comes first. I create visuals that live a brand's perspective. And giving their audience that in a way that is purposeful, is really the warm gooey stuff that oozes out from my hot pocket.
“My art is entertaining with a message that warms the soul, and the cockles.”
Asaad, who was born into an Egyptian-Lebanese family and lived for a time in her early years in a remote NSW town, was forced to find her own sense of womanhood and femininity, not one based on traditional conditioning, and weaves women’s perspectives harmoniously into her work.
“My creations appeal to women. Women understand my work and they feel my work,” she said.
“I want them to take these moments, and concepts, and ideas that resonate, that reflect them, to such a deep level.
“And I want to work with brands who have similar perspectives to those women.
“But how do you create a voice that includes men but at the same time also allows women their own identity? “It’s about forging a path that is not to the detriment of others. We have done that for so long. “It's just about being able to stick to your own fucking lane, and feel good about yourself.
“My work doesn’t make men feel like they are an outsider. If anything, the aliveness in the work is enjoyable for men to watch. You know?"
“And I think that's where we've gone wrong with women, is that we've taken away their aliveness.
“Empowering women, giving them the light, but giving an energy to men, watching vital, assured women. What is sexier than that?
“It is aliveness I capture.”
Virgin Group, Special Group, DDB, BMF, Australian Govt, Westpac, Tart, Samsung, Westfield, M&C Saatchi, Commonwealth Bank, Banjo, We Are Social, Zip It, Sibling, Glints, New York Times, The Telegraph, Australian Geographic, Getty, The Daily Telegraph, NT News, Herald Sun, The Advertiser, The Conversation, News.com.au, SBS, ABC, NZ Times, News Local, Mail Online, The Sun, 9 News, The Australian, Daily Bulletin, Northern Star, Suitcase Magazine, Sydney Morning Herald, AAP, Nine News, Forbes, CBS, Yahoo, Al Jazeera and MaCann
2021| Finalist Olive Cotton Award
2021| Top 20 Australasia’s Top Emerging Photographers.
2019 | MEAA Visual Storytelling