Soft Evidence

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

    Coming from a background in corporate finance and consulting, he 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 does it mean to choose a creative life ?

    What is sacrificed when we pursue something uncertain ?

    What is unlocked when we do it ?

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

    What does persistence look like over time?

    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. Breathe. Stay.

    Receive
    Let intuition lead before meaning is clear.

    Notice
    Follow codes, colors, and symbols.

    Enter
    Move through interior landscapes.

    Listen
    Stay with echoes. What returns, what lingers.

    Translate
    Give form to what is sensed.

    Release
    Let the work hold meaning by itself.

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

    Imad Joubi is an artist working across documentary photography, music, and film making. His practice explores identity, resilience, and the tension between creative ambition and economic reality. 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.

    Coming from a background in corporate finance and consulting, he brings a structured and analytical perspective to his artistic work, combining rigor with emotional depth to bring a body of work he is proud of.

    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.

    Sax in the City (2024-2025)
    A visual narrative following a New York-based jazz musician, exploring solitude, discipline, and community through music.

    Hot Hands (2022-2025)
    A three years documentary project examining discipline, masculinity, and inner life through the lens of competitive practice.

    PROFESSIONAL EXPERIENCE

    Freelance Photographer & Creative — New York, USA
    2024–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)

    EXHIBITIONS / PUBLIC PRESENTATION

    [Working on iT]

    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)