Born and raised in Paris, Helmi defines himself as an Image Maker: ”When people ask me what I’m doing, I generally answer that I’m just making images.” This photographer and director made his first music video for Brodinski feat Theophilus London.
As a director, Helmi likes to create a specific concept for each video he makes: the music video for Bonnie Banane feat WALTAAA, was a tribute to the street culture, its aesthetics and icons of the 90’s. In 2014, he won the best urban music video budget at the UKMVAs. The same year, he directed TIGA’s last music video, “Bugatti”, a mix 80s surrealism and alpine sports for which he won best new director, best dance music video and best direction & design in a video at the UKMVAs in 2015. He also won a D&AD wood pencil for best editing and was nominated as next director for this video.
Helmi is also part of collective Pain’O’ChoKolat entertainment. With them he organizes parties and fashion shows in London, Tokyo and Paris every year.
In 2017, Helmi directed music videos for Kali Uchis, Bagarre & Kelela.