Soft Evidence

Imad Joubi is a French-Moroccan artist based in New York, working across documentary photography, filmmaking, and music.

After more than a decade working in corporate finance, including positions with firms such as EY and Deloitte, he chose in 2026 to dedicate himself fully to his artistic practice and joined the Documentary Practice and Visual Journalism program at the International Center of Photography in New York.

For the past three years, Imad has worked as a freelance photographer between Paris and New York. His documentary work includes Hot Hands (2022) and Evan in the City (2024). Much of his practice is rooted in close collaboration with artists, exploring their creative lives, communities, and the environments they inhabit.

Alongside his photographic and documentary work, he has collaborated with artists in New York on zines, music EPs, music videos, and other multidisciplinary projects.

Who am I?

How can I serve better?

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.