About
Karima Asaad is an award-winning visual artist, director and photographer whose work is raw, intimate and lightly voyeuristic, built on high empathy and a sharp reverence for women’s perspectives. With roots in photojournalism and documentary work across Europe, Australia and the US, she trained her eye on the moments most brands miss: the glance that gives someone away, the recoil that tells the truth, the softness that makes a story believable. Her work isn’t about polish. It’s about presence. She calls her approach sensual anthropology: close observation, cultural fluency, and a refusal to sanitise real life.
She also has a habit of convincing people to do things they didn’t know they wanted to do. Not for shock value. For honesty. There’s a mischievous edge to her practice, but it’s always in service of something real: making work that people feel in their bodies, not just recognise with their eyes.
That ethos now lives on a wider canvas. Karima is the CCO and co-founder of TMRW, where her role marks a shift in her practice, taking her instincts as a storyteller and applying them beyond campaigns, into building worlds that shape culture and behaviour. At TMRW, she’s shaping the narrative, the cultural codes, and the emotional clarity that turns complex science into something people actually want to engage with, and act on. Her work spans brand world-building, creative direction, storytelling systems, and the translation layer between clinical complexity and human motivation.
Clients
TRESemme, Disney, KFC, Vaseline, Virgin Group, Samsung, Westfield, Puma, ModiBodi, Ogilvy, Special Group, DDB, BMF, Australian Govt, Papermoose, Australian Ethical, Vodafone, Qantas, Westpac, Tart, M&C Saatchi, Jane Doe, Commonwealth Bank, Banjo, We Are Social, Zip It, Sibling, Glints, New York Times, The Telegraph, Australian Geographic and Scape