Luton born, Cornwall bred, Sami of mixed British and Chinese heritage working as a Creative Director and visual creator based in London.
Her work as a Creative Director focuses on campaigns, events and editorial projects through concept, writing, art direction and casting, specialising in culture, music, arts, sports and fashion. Currently she is working as Creative Director of the Nike team at R/GA London.
Previous selected clients include Nike, VICE, Netflix, Chanel 4, Livity, Google, PlayStation, i-D, Anyways, Island Records, Noisey, Napapijri, adidas.
Sami’s personal work uses photography, film and graphics to explore themes of belonging both in the context of identity and in how we interact and integrate with the world around us. In 2019, she co-founded BAESIANZ alongside friends Sarah Khan and Roxanne Farahmand, forming a community to celebrate artists of Asian heritage from all over the world.