Soft Evidence

  • Imad Joubi is an artist working across documentary photography, music, and film making exploring the tension between identity, work, and creative expression. His practice focuses on real-life narratives, documenting artists navigating ambition, uncertainty, the pursuit of meaning and self fullfilment.

    Imad approaches his art with an engineered yet poetic lens, blending observational thinking with emotional depth. His work often follows a documentary approach, rooted in proximity, trust, and long-form storytelling.

    His ongoing projects at the International center of photography explore themes of resilience, dignity, and the quiet persistence of individuals creating outside traditional systems.

    Alongside photography, Imad composes music and films fragments of life into his work, building a body that moves between image, sound, and lived experience.

    His work is grounded in a purpose to serve, witness, and create spaces where people can share profound life experiences.

  • What keeps us going ?

    How much of our lives is truly ours?

    How do individuals maintain dignity when their passion doesn’t give them enough?

    How do we construct identity through what we create?

    What happens when who we are and what we do no longer align?

    What remains when external success is absent?

    How do we continue to create without an audience?

    What does it mean to be seen?

    What parts of ourselves do we hide in order to survive?

    What is the relationship between inner life and public expression?

    What counts as proof of a meaningful life?

    What does it mean to believe in something that has not yet materialized?

    Who decides what has value?

  • Make time
    Slow down. Stay. Let trust grow.

    Be present
    Meet the person, place, or moment before trying to make something from it.

    Observe
    Notice gestures, relationships, rhythms, spaces, and what changes over time.

    Listen
    Let conversation come before explanation. Pay attention to what is said, unsaid, and what keeps returning.

    Follow
    Stay curious. Return when something asks to be understood more deeply.

    Document
    Use photography, film, sound, writing, or music according to what the story needs.

    Reflect
    Edit, sequence, journal, and question what you think you understood.

    Return
    Look again. Fill the gaps. Allow time to change the work.

    Release
    Give the work form, then leave enough space for others to encounter it in their own way.

  • Joubiimad@gmail.com
    New York, USA
    imadjoubi.com
    +1-347-337-2669 | @Imadjoubi

    Imad Joubi is a New York–based artist working across documentary photography, film, sound, music, and writing.

    His practice is rooted in long-term observation and relationships, exploring questions of belonging, persistence, identity, creativity, and the ways individual lives can reveal something larger about the human experience.

    Through documentary approaches and long-form narratives, he focuses on individuals navigating life outside traditional systems, with an emphasis on dignity, persistence, and human connection.

    PROJECTS

    STILL UNDEFEATED — ONGOING

    A documentary series exploring independent artists in New York City, focusing on perseverance, identity, and the pursuit of creative life outside institutional recognition.

    LEARNING TO SEE

    Evan, New York — 2023-Present
    A long-term visual narrative following a New York jazz musician through performance, friendship, solitude, work, and everyday life.

    Hot Hands / Yann — 2022-2025
    A documentary project following a Brazilian Jiu-Jitsu practitioner through discipline, work, personal transition, and the pursuit of a life shaped by practice.

    Song of the Sirens / Mattie — 2025–present
    An evolving collaboration beginning with dance and performance and expanding toward a longer exploration of the artist behind the movement.

    BELONGING

    A personal exploration of roots, place, community, memory, and the people who make us feel at home.

    It brings together observations from everyday life, travel, street photography, journaling, friendships, gatherings, and community, including the developing series My People.

    PROFESSIONAL EXPERIENCE

    Freelance Photographer & Creative — New York, USA
    2023–Present
    Photography, video, and storytelling work across live performance, portraiture, and documentary-oriented projects.

    Click here → for some clients work‍

    EPM / Finance Consultant — New York, USA
    2016–2026
    Specialized in financial transformation. Worked with international clients across industrial and consumer sectors.

    EDUCATION & TRAINING

    Documentary Practice and Visual Journalism Program
    International Center of Photography, New York (2026)

    Ongoing Independent Study — Photography & Visual Storytelling
    2022–Present

    Master’s Degree in Corporate Finance — Normandie business school, France (2017)

    COLLABORATIONS

    The fabric project — Fabric on the Beach, New York, 2025

    SKILLS

    Photography (Documentary, Portraiture)
    Video Production (Multi-camera, Live Performance)
    Audio & Music Production (Guitar, Synth, Live Looping)
    Editing (Lightroom, Photoshop, Premiere pro, Logic Pro)

    LANGUAGES

    French (Native)
    English (Fluent)
    Arabic (Native)