Photo courtesy of Imad Elsheikh
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Imad Elsheikh has made significant strides in music, film, and brand storytelling. Based in New York, he has established himself as a Producer and Executive Producer and has created his own niche in the industry. He has navigated societal perceptions and limitations in his career. Though raised in Toronto, Imad is a Nubian-Egyptian. He explains that this has given him a unique cultural perspective and made him determined to represent diversity in all that he does. His creative work challenges convention, bringing something unique while encouraging others to use their unique voices to have a positive impact.
A couple of years ago, Imad decided to set himself a challenge to become a top producer, and it looks like he is accomplishing that.
A track record of success
Imad’s portfolio includes music videos, narrative films, and brand campaigns. His work has garnered recognition from critics and contributed to his reputation in the field.
He won the Prism Prize for Music Video of the Year in 2022 for his work on Mustafa’s award-winning song, Ali. His music video for internationally acclaimed artist Drake, for his song 8 am in Charlotte, was nominated for Best Video of the Year for the 2024 BET Hip Hop Awards; and most recently, he was nominated for his first JUNO Award for Music Video of the Year in 2025 for the video he produced for Sean Leon’s song, Gravity.
Imad says of these achievements: “This recognition has been a huge honor, and is a testament to the powerful collaboration between the artists and my team, as well as the emotional depth we aimed to convey through the videos.”
For him, it is about bringing the artists’ visions to life.
In the arena of film, he has been equally successful. His first narrative short film, Been Here, marked an important career milestone. “It was not just about creating a film, but about proving my ability to tell a compelling story and execute it professionally.”
The movie explores relevant, universal themes such as ambition, deception, and self-discovery, and is about a quirky, A-type receptionist at a local hip-hop radio station who stumbles across the underground world of music video modeling and eagerly joins a crew of misfit video vixens. She soon discovers that the industry isn’t all it’s cracked up to be.
This year, Imad is anticipating the release of his second short film, Where The Light Won’t Follow, which he describes as an example of the type of storytelling he aims to bring to the industry. The movie tells the story of a single mother and her rebellious young son whose lives are thrust into a world of chaos, danger, and moral ambiguity. As they navigate their new reality, they’re forced to make life-altering decisions in a darkly comedic journey.
The talented producer has also created campaigns behind some of the world’s most recognised brands, such as Old Spice, Converse, Chanel, Red Bull, and Adidas. “Each project has been a unique opportunity to push creative boundaries and deliver exceptional work at a global scale.”
A golden journey
Imad did not anticipate the direction his life would take. He started his career in the world of tech, not imagining that tech would open up opportunities in some of the world’s most exciting arenas and professional circles. He says how a creative itch stirred him to leave a conventional career path and go out and build something of his own. He left the familiar and, taking the leap, started his own journey.
“What began in Toronto expanded into national projects, and now I’m setting my sights on global campaigns,” he says.
Imad believes he is contributing to creative work and serving as an example for others in the industry, showing how all races can be equally successful and impactful in the film and music industries. “As a Black EP/producer with roots in Nubia (South Egypt), I bring a unique perspective and taste; one that I rarely see represented in the industry,” he says.
A dream to impact the world through storytelling
Imad Elsheikh wants to amplify the reach of his work through collaborating with talent with a strong voice and creating projects that drive awareness around important topics. Through such work, he hopes to be a part of shaping the world.
“For me, it’s about consistently pushing the limitations through demonstrating excellence, commitment, and innovation,” he says. “As a producer of Nubian descent, I rarely saw people with my background in leadership roles within film and production. Instead of letting that be a barrier, I used it as motivation to carve out my own space.”
His company, PIQUE, was built to amplify underrepresented voices and push the boundaries of storytelling in a way that is fresh and culturally relevant.
“A big goal of mine is to produce feature films and series which spark conversation on a global scale… projects that are culturally relevant and push conventional boundaries. I want to tell stories that haven’t been told, amplify underrepresented voices, and create work that leaves a lasting impact.”
Imad’s journey has just begun, but he continues to draw attention within the industry.
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