Born and raised in Paris, Helmi is a director and photographer who defines himself as an image maker.
His first music video, shot for Brodinski featuring Theophilus London, is presented entirely from the perspective of a mouth, with the action framed by teeth. A more recent music video for Bonnie Banane featuring Waltaa, takes a kaleidoscopic approach to the aesthetics of 90’s street culture and earned the Best Urban Music Video—Budget award at the 2014 UKMVA. The next year, Helmi went on to win the award for Best New Director at the 2015 UKMVA’s, with his TIGA music video, “Bugatti,” a hypnotic pastiche of 80’s surrealism and alpine, going on to win Best Dance Video (whilst also collecting a D&AD Wood Pencil for best editing). More recently, Helmi spearheaded a trippy music video for Kali Uchis’ “Tyrant,” featuring fluorescent colors and choreographed dance.
He won Silver in Visual Effects for his latest music video “Move Together” with Somewhere Else featuring Majid Jordan at the 2017 CICLOPE Festival.
Helmi is also a member of the powerhouse art and fashion collective, Pain’O’ChoKolat, Pigalle, Pompon. He shot the latest campaign for the brand P.O.K & Stussy.