Through his colourful and poetic photographs, Ismail Zaidy primarily aims to express his emotions, which are the core of his works, without worrying much about the camera or devices he is using. Many of his works are created from his family home rooftop in Morocco. This rooftop eventually became his very own studio, Studio Sa3ada, meaning ‘Happiness Studio’. 

Family ties and connections between its members play a prominent role in his creative process, with his sister and brother often featured in his work. Their faces are alternately covered or uncovered, but always manage to express the artist’s emotions. From a visual point of view, the landscapes, the mix of materials, fabrics, and pastel colours evoke a world that is both intimate and charming. 

Ismail Zaidy has previously successfully collaborated with GQ and Vogue Arabia. The photographer is also known for other recent work in the NFT sphere for example, with SuperRare and Foundation.