{
 "direction": [
  {
   "id": "alyx",
   "title": "1017 ALYX 9SM",
   "role": "Brand & Product Language / Photography",
   "tags": [
    "Creative Direction",
    "Brand Language"
   ],
   "blurb": "Brand and product language development for 1017 ALYX 9SM — visual identity systems, product storytelling and campaign direction.",
   "links": [],
   "images": [
    "logo-1017alyx9sm-10703.jpg",
    "screenshot-2023-11-17-at-18-36-57-11447.jpg",
    "alyx-visual-identity-13-11481.jpg",
    "191126-hxouse-brand-website-width-2400-11513.jpg",
    "https-hypebeast-com-image-2023-09-1017-alyx-9sm-compilation-vol-1-album-merch-3-jpg-11569.jpg",
    "alyx-visual-identity-11-11626.jpg",
    "watch-png-transform-appdpmaintabwide-11767.jpg",
    "drawing-of-hourglass-shaped-specimen-13544.jpg",
    "real-tree-boot-side-final-4-13293.jpg",
    "real-tree-boot-front-16-9-13292.jpg",
    "real-tree-back-2-13294.jpg",
    "real-tree-bottom-tread-2-13291.jpg",
    "jonah-side-13203.jpg",
    "jonah-front-13214.jpg",
    "full-body-portrait-logo-13233.jpg",
    "portrait-w-logo-13240.jpg",
    "000083600008-13220.jpg",
    "000083580010-13221.jpg",
    "000083570009-13223.jpg",
    "000083560001-13222.jpg"
   ],
   "year": "2024",
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "berenjak",
   "title": "BERENJAK",
   "tags": [
    "Creative Direction"
   ],
   "links": [
    {
     "label": "berenjak.com",
     "url": "https://berenjak.com/"
    }
   ],
   "images": [
    "img-8280-13588.jpg",
    "000050580008-13593.jpg",
    "000050580005-13597.jpg",
    "000050570005-13603.jpg",
    "000024900033-13609.jpg",
    "000024910006-13614.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR",
   "role": "Creative Direction / Photography",
   "blurb": ""
  },
  {
   "id": "ra-splice",
   "title": "RESIDENT ADVISOR x SPLICE",
   "role": "Direction",
   "tags": [
    "Creative Direction",
    "Film"
   ],
   "blurb": "Splice Connections — a film series with Resident Advisor featuring NAYANA IZ, Subb-an and Tsunaina.",
   "links": [
    {
     "label": "RA Feature — 4339",
     "url": "https://ra.co/features/4339"
    },
    {
     "label": "RA Feature — 4348",
     "url": "https://ra.co/features/4348"
    },
    {
     "label": "RA Feature — 4324",
     "url": "https://ra.co/features/4324"
    },
    {
     "label": "Splice Connections Live: NAYANA IZ",
     "url": "https://www.youtube.com/watch?v=lhK_qC1-V7Y"
    },
    {
     "label": "NAYANA IZ on Sampling",
     "url": "https://www.youtube.com/watch?v=0tTaRV6CsMs"
    },
    {
     "label": "Splice Connections Live: Subb-an",
     "url": "https://www.youtube.com/watch?v=L_G8B-1ZwSM"
    },
    {
     "label": "Subb-an on Sampling",
     "url": "https://www.youtube.com/watch?v=A2yfC_aHvtw"
    },
    {
     "label": "Tsunaina on Sampling",
     "url": "https://www.youtube.com/watch?v=JYkqBwEP4Fo"
    },
    {
     "label": "Splice Connections Live: Tsunaina",
     "url": "https://www.youtube.com/watch?v=-Lu9n7JWjSQ"
    }
   ],
   "images": [
    "ra-nayana-splice-live.jpg",
    "ra-nayana-on-sampling.jpg",
    "ra-nayana-live-feature.jpg",
    "ra-subban-splice-live.jpg",
    "ra-subban-on-sampling.jpg",
    "ra-tsunaina-splice-live.jpg",
    "ra-tsunaina-on-sampling.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "donda",
   "title": "YE / YZY — DONDA 1 & 2",
   "role": "Art Direction",
   "tags": [
    "Creative Direction",
    "Music"
   ],
   "blurb": "Art direction across the DONDA 1 & 2 listening experiences.",
   "links": [],
   "images": [
    "d51b66a7d06f6f9477df945ea46d30a0-1000x1000x1-12632.jpg",
    "screenshot-2023-12-01-at-10-18-01-12637.jpg",
    "screenshot-2023-12-01-at-10-17-43-12641.jpg",
    "screenshot-2023-12-01-at-10-17-35-12648.jpg",
    "donda-2-streaming-album-cover-13427.jpg"
   ],
   "year": "2021–2022",
   "location": "Atlanta, Georgia",
   "copyright": "© SEIF-ALI UMAAR / YEEZY",
   "videos": [
    "donda-film-excerpt.mp4"
   ]
  },
  {
   "id": "bang-olufsen",
   "title": "BANG & OLUFSEN x FERRARI SCUDERIA",
   "role": "Art Direction",
   "tags": [
    "Creative Direction",
    "Retail"
   ],
   "blurb": "Store opening — Bang & Olufsen x Ferrari Scuderia.",
   "links": [],
   "images": [
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-21-03.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-21-15.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-21-29.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-21-41.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-21-55.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-22-09.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-22-22.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-22-46.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-13-23.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-13-36.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-13-55.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-14-04.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-16-40.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-16-54.jpg",
    "cg-bang-olufsen-screenshot-2024-07-23-at-11-17-17.jpg"
   ],
   "year": "2023",
   "location": "Global",
   "copyright": "© SEIF-ALI UMAAR",
   "videos": [
    "bo-film.mp4",
    "bo-clip-1.mp4",
    "bo-clip-2.mp4"
   ]
  },
  {
   "id": "au-depart-store",
   "title": "AU DEPART",
   "role": "Art Direction / Photography",
   "tags": [
    "Creative Direction",
    "Retail"
   ],
   "blurb": "Art direction for the Au Départ boutique opening on Rue du Faubourg Saint-Honoré, Paris.",
   "links": [],
   "images": [
    "look-1-13060.jpg",
    "look-2-2-13070.jpg",
    "look-3-2-13079.jpg",
    "look-4-13085.jpg",
    "screenshot-2026-04-01-at-09-51-38-13569.jpg",
    "https-hypebeast-com-image-2024-10-29-au-depart-opens-a-new-boutique-in-paris-info-001-jpg-13331.jpg",
    "1729502975-1729263452-au-depart-store-paris-rue-du-faubourg-saint-honore-foto-lofficiel4-13337.jpg",
    "1729502969-1729263575-au-depart-store-paris-rue-du-faubourg-saint-honore-foto-lofficiel6-13346.jpg",
    "1729502963-1729263566-au-depart-store-paris-rue-du-faubourg-saint-honore-foto-lofficiel1-13353.jpg"
   ],
   "year": "2024",
   "location": "London · Paris",
   "copyright": "© SEIF-ALI UMAAR",
   "medium": "Medium Format Film · 120mm"
  },
  {
   "id": "abhir-hathi",
   "title": "ABHIR HATHI",
   "role": "Creative Direction",
   "tags": [
    "Creative Direction",
    "Music"
   ],
   "blurb": "",
   "links": [],
   "images": [
    "cg-abhir-hathi-abhir-cd-image.jpg",
    "cg-abhir-hathi-abhir-cd-2.jpg",
    "cg-abhir-hathi-abhir-cd-3.jpg",
    "cg-abhir-hathi-screenshot-2023-03-03-at-17-20-14.jpg",
    "cg-abhir-hathi-bottega-bw-full-seated.jpg",
    "cg-abhir-hathi-bw-bottega.jpg",
    "cg-abhir-hathi-yzy-gap-bw-motion.jpg",
    "cg-abhir-hathi-yzy-gap.jpg",
    "cg-abhir-hathi-supreme-bw-side.jpg",
    "cg-abhir-hathi-namacheko-black-background-bw.jpg",
    "cg-abhir-hathi-img-1504.jpg",
    "cg-abhir-hathi-abhir-a-journey-thru-growth2.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR",
   "videos": [
    "abhir-go-getter.mp4",
    "abhir-brown-boy-bounce.mp4"
   ]
  },
  {
   "id": "converse",
   "title": "CONVERSE LONDON",
   "role": "Art Direction",
   "tags": [
    "Creative Direction"
   ],
   "blurb": "",
   "links": [],
   "images": [
    "cg-converse-screenshot-2022-01-25-at-14-24-09.jpg",
    "cg-converse-screenshot-2022-01-25-at-14-24-35.jpg",
    "cg-converse-screenshot-2022-01-25-at-14-24-55.jpg",
    "cg-converse-screenshot-2023-08-02-at-11-53-08.jpg",
    "cg-converse-screenshot-2023-08-02-at-11-53-19.jpg",
    "cg-converse-screenshot-2023-08-02-at-11-53-33.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR",
   "videos": [
    "converse-film.mp4"
   ]
  }
 ],
 "archive": [
  {
   "id": "highsnobiety",
   "title": "HIGHSNOBIETY",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "ollie-1-12191.jpg",
    "ollie-side-prof2-3-12205.jpg",
    "ollie-side-prof2-5-12211.jpg",
    "ollie-side-prof2-12220.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "namesake",
   "title": "NAMESAKE SS22",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "cg-namesake-nick-green-pants-look-full.jpg",
    "cg-namesake-nick-red-carhartt-look-full.jpg",
    "cg-namesake-nick-orange-hoodie-1.jpg",
    "cg-namesake-nick-2nd-look-1.jpg",
    "cg-namesake-nick-chinatown-look-full.jpg",
    "cg-namesake-nick-3rd-look-full.jpg",
    "cg-namesake-nick-green-pants-2-look-full.jpg"
   ],
   "year": "2022",
   "medium": "Medium Format Film · 120mm + 35mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR / NAMESAKE"
  },
  {
   "id": "cp-heat",
   "title": "HEAT x CP COMPANY",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "000017260009-12311.jpg",
    "000017300002-12320.jpg",
    "000017300006-12323.jpg",
    "000017310005-12326.jpg",
    "cg-heat-cp-img-1492.jpg",
    "cg-heat-cp-img-1493.jpg",
    "cg-heat-cp-img-1501.jpg",
    "cg-heat-cp-img-1500.jpg",
    "cg-heat-cp-img-1499.jpg",
    "cg-heat-cp-img-1498.jpg"
   ],
   "year": "2023",
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "jords-press",
   "title": "JORDS PRESS CAMPAIGN",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "cg-jords-press-5c96b090-a5bf-44c6-a68a-100f1a127e6d.jpg",
    "cg-jords-press-8ab38dbc-3e85-45ed-8ce7-c70bffd8457b.jpg",
    "cg-jords-press-2d0ef6e6-a23d-4492-a6c2-b31253f0ed37.jpg",
    "cg-jords-press-img-8138.jpg",
    "cg-jords-press-img-8139.jpg",
    "cg-jords-press-img-8137.jpg",
    "cg-jords-press-img-8142.jpg",
    "09030009-1-12347.jpg",
    "dainese-4-12350.jpg",
    "dainese-2-12353.jpg",
    "denim-tears-1-12356.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "insane-garage",
   "title": "INSANE GARAGE x RED WING",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "balaclava-12371.jpg",
    "insane-bike-3-12374.jpg",
    "leather-vest-extra-12377.jpg",
    "final-dirt-bike-pics-2-12389.jpg",
    "cg-insane-garage-danny-2.jpg",
    "cg-insane-garage-dirtbike-poster-2.jpg",
    "cg-insane-garage-09900004.jpg",
    "cg-insane-garage-09910001.jpg",
    "cg-insane-garage-09860006.jpg",
    "cg-insane-garage-insane-bike-5.jpg"
   ],
   "year": "2022",
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR / INSANE GARAGE"
  },
  {
   "id": "raf-ss23",
   "title": "RAF SIMONS SS23 LDN",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "detail-flash-logo-12466.jpg",
    "back-portrait-flash-logo-12469.jpg",
    "seated-back-flash-logo-12472.jpg",
    "walking-side-flash-logo-12475.jpg",
    "cg-raf-ss23-carpark-2-logo.jpg",
    "cg-raf-ss23-back-flash-logo.jpg",
    "cg-raf-ss23-leaning-flash-logo.jpg",
    "cg-raf-ss23-flash-walk-logo.jpg",
    "cg-raf-ss23-full-house-flash-logo.jpg",
    "cg-raf-ss23-shoe-detail-logo.jpg",
    "cg-raf-ss23-lower-body-flash-copy.jpg",
    "cg-raf-ss23-full-body-wflash-white-logo.jpg"
   ],
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "terminal27",
   "title": "TERMINAL 27 x VIVENDII",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "jimmy-portrait-12402.jpg",
    "both-on-sofa-2-12405.jpg",
    "img-1548-12408.jpg",
    "img-1550-12414.jpg",
    "cg-terminal27-screenshot-2023-03-03-at-17-46-10.jpg",
    "cg-terminal27-img-1547.jpg",
    "cg-terminal27-img-1546.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "loro-piana",
   "title": "HYPEBEAST x LORO PIANA",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "bw-12441.jpg",
    "full-body-portrait-low-angle-v1-12444.jpg",
    "12060010-12447.jpg",
    "12060007-12450.jpg",
    "cg-loro-piana-danny-bw-2.jpg",
    "cg-loro-piana-danny-4.jpg",
    "cg-loro-piana-danny-3.jpg",
    "cg-loro-piana-12060008.jpg",
    "cg-loro-piana-danny-8.jpg",
    "cg-loro-piana-danny-5.jpg",
    "cg-loro-piana-danny-9.jpg",
    "cg-loro-piana-danny-lomas-on-loro-piana-white-sole-menswear-hypebeast.jpg"
   ],
   "year": "2022",
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "per-gotesson",
   "title": "PER GÖTESSON",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "cg-per-gotesson-4th-look-3-logo.jpg",
    "cg-per-gotesson-2nd-look-logo.jpg",
    "cg-per-gotesson-2nd-look-2.jpg",
    "cg-per-gotesson-3rd-look-4.jpg",
    "cg-per-gotesson-3rd-look-2.jpg",
    "cg-per-gotesson-1st-look-2.jpg",
    "cg-per-gotesson-5th-look-2.jpg",
    "cg-per-gotesson-1st-look-3.jpg",
    "cg-per-gotesson-4th-look-5.jpg",
    "cg-per-gotesson-4th-look-4.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "soho-house",
   "title": "SOHO HOUSE x JORDS",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "jords-bw-side-12571.jpg",
    "jords-seated-bw-12577.jpg",
    "content-room-redo-bw-12586.jpg",
    "cg-soho-house-jords-yellow-sofa-3.jpg",
    "cg-soho-house-jords-bw-soho.jpg",
    "cg-soho-house-content-room-3-copy.jpg",
    "cg-soho-house-jords-red-sofa.jpg",
    "cg-soho-house-jords-pink-sofa-seated.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "the-face",
   "title": "THE FACE x ON RUNNING",
   "tags": [
    "Photography"
   ],
   "links": [
    {
     "label": "THE FACE — Rob Boyd",
     "url": "https://theface.com/style/rob-boyd-stylist-designer-on-running-east-london"
    },
    {
     "label": "THE FACE — Jade Ang Jackman",
     "url": "https://theface.com/life/on-running-city-of-london-filmmaker-jade-ang-jackman"
    },
    {
     "label": "THE FACE — Albertina",
     "url": "https://theface.com/style/on-running-north-london-albertina-dj-jewli"
    },
    {
     "label": "THE FACE — Pasquale Daniel",
     "url": "https://theface.com/style/on-running-london-pasquale-daniel-sportswear-designer"
    }
   ],
   "images": [
    "cg-the-face-img-0370-2.jpg",
    "cg-the-face-jade.jpg",
    "cg-the-face-img-0381.jpg",
    "cg-the-face-img-0384.jpg"
   ],
   "year": "2021",
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "raf-harvey",
   "title": "RAF SIMONS SS19 — HARVEY NICHOLS",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "screenshot-2023-11-30-at-22-16-06-12498.jpg",
    "harold-8-12492.jpg",
    "houston-2-12495.jpg",
    "0957c60a-878f-4833-b65e-9b5516e42a05-12511.jpg"
   ],
   "year": "2019",
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "bbc",
   "title": "BILLIONAIRE BOYS CLUB",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "000081670004bw-12125.jpg",
    "000081690009bw-12129.jpg",
    "000081690005bw-12136.jpg",
    "000081690001bw-12140.jpg",
    "000081680005bw-12144.jpg"
   ],
   "year": "2023",
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "haqiqah",
   "title": "HAQIQAH",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "000010960023-13024.jpg",
    "000010960010-13028.jpg",
    "000010960004-13033.jpg",
    "000010950027-13042.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "suez",
   "title": "SUEZ SS24 CAMPAIGN",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "02-12980.jpg",
    "03-12984.jpg",
    "04-12996.jpg",
    "05-13002.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "liims-pintero",
   "title": "LIIMS PINTERO — ALBUM",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "331de676-248c-4d7a-a1c6-68622c466e2c-12890.jpg",
    "4bde30e9-f3ee-4cbf-b84e-3c6ec0f832e7-12892.jpg",
    "2a9898e5-31aa-431f-b02f-12fcd5dde94c-12891.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "jordyinit",
   "title": "JORDYINIT",
   "tags": [
    "Photography"
   ],
   "links": [],
   "images": [
    "000053980006-12254.jpg",
    "000053970008-12272.jpg",
    "000053980002-12269.jpg",
    "000053980005-12274.jpg",
    "000053980007-12271.jpg",
    "000054000009-12270.jpg"
   ],
   "copyright": "© SEIF-ALI UMAAR"
  },
  {
   "id": "arcteryx",
   "title": "ARC'TERYX",
   "tags": [
    "Photography"
   ],
   "links": [
    {
     "label": "Instagram",
     "url": "https://www.instagram.com/p/CN95VNyjsWb/"
    }
   ],
   "images": [
    "screenshot-2023-11-30-at-22-28-30-12599.jpg",
    "screenshot-2023-11-30-at-22-28-18-12600.jpg",
    "screenshot-2023-11-30-at-22-28-00-12601.jpg",
    "screenshot-2023-11-30-at-22-27-38-12602.jpg"
   ],
   "year": "2021",
   "medium": "Medium Format Film · 120mm",
   "location": "London, U.K",
   "copyright": "© SEIF-ALI UMAAR"
  }
 ]
}