Nariman Hamed Pursues Meaningful Work and Enriching Collaboration

Born in Iran, Nariman Hamed is now head of content and an executive creative director at the New York-based integrated advertising and marketing agency Invisible North. With 20 years of experience as a filmmaker, commercial director, producer and editor, he has worked with the likes of Propel, Verizon, Coinbase, and Under Armour, to name a few.

His creative journey began as a teen, becoming a hardcore film buff who obsessed over John Cassavetes, Akira Kurosawa, Andrei Tarkovsky, and Krzysztof Kieślowski - not to mention the Hollywood blockbusters and popular TV that transfixed every ‘80s kid, from ‘The X-Files’ to MTV’s music videos and reality shows. A basketball and tennis fan growing up, his early memories of legendary ads include the Nike spots with fierce rivals Pete Sampras and Andre Agassi, and Spike Lee’s work for Air Jordan. He then went on to study photography at college, before working on feature documentaries, art films, TV shows and ad campaigns.

Forever a student of the craft, he takes all of these inspirations to heart, and approaches his commercial work today “like miniature movies” - helping Invisible North to operate as a full-service creative and production content studio.

Speaking to LBB’s Ben Conway, Nariman discusses his creative journey so far, recent work that he’s proud of and inspired by, and his plans to grow and streamline Invisible North’s content production.

LBB> Which creative work inspired or interested you most when you were growing up?

Nariman> Nike ads were legendary, especially those featuring the fierce rivalry between Pete Sampras and Andre Agassi. These ads perfectly captured their contrasting personalities and playing styles - Sampras, the cool, collected powerhouse, and Agassi, the flamboyant, rebellious showman. Each commercial was a mini-epic, showcasing their intense matches and off-court antics, blending humour, drama and the essence of competition. These ads made tennis look incredibly cool and inspired a generation to pick up a racquet.

Equally iconic were the Air Jordan ads featuring Michael Jordan and Spike Lee as Mars Blackmon. These commercials were a cultural phenomenon, combining Spike's humour and style with Jordan's unmatched athleticism. They weren’t just about selling shoes; they celebrated the greatness and charisma of Michael Jordan, making ‘It's gotta be the shoes!’ a catchphrase that resonated everywhere. The ads blended humour, creativity, and sheer awe for Jordan’s talent, creating an aura of invincibility around him and the Air Jordan brand.

These weren't just ads; they were a masterclass in storytelling, blending sports, culture, lifestyle and an unrelenting drive for greatness. The mix of cinema, TV and iconic sport ads shaped my creative approach and left a lasting impression on me.

LBB> You’re a filmmaker in your own right, and studied photography at college - how and when did you bring these skills into the commercial world? 

Nariman> I'm incredibly lucky to have had the kind of education in cinema and art that I did. It's helped me immensely in creating ads. I approach ads like miniature movies, with a process very similar to filmmaking: you come up with a concept, develop it, and ultimately produce the piece. I've been fortunate to be close to masters of cinema - directors, cinematographers, and photographers - both in school and afterward as friends or collaborators. My curiosity has driven me to understand their creative processes and approaches to storytelling, each unique in their way, which has deeply inspired my work in ads.

Interestingly, many accomplished filmmakers also create ads. I think it's because making a movie can take years of development before you see the final product, whereas with ads, once you win the job, it takes a much shorter time to see the result of your creative work. Three of my favourite directors of all time - Stanley Kubrick, Abbas Kiarostami, and Wim Wenders - were also photographers. This speaks to the kind of visually charged cinema that influences my work in ads. Their ability to tell compelling stories through powerful imagery has been a major inspiration for me, and I strive to bring that same level of visual storytelling to my commercial projects.

LBB> What’s the most important lesson or piece of advice you received early on in your career? How does it influence you and your work today?

Nariman> The most important lesson I received early in my career was to stay curious and ask questions, both of myself and my surroundings. I remember watching countless movies with Darius Khondji, the master cinematographer, and discussing shots, scenes, and camera movements. It was always fascinating to see someone as accomplished as him still deeply curious about the art of cinema. He always emphasised focusing on one core idea for each film or project. Abbas Kiarostami gave me similar advice while I was working on a project with him. Over the years, I've realised that staying curious and eliminating distractions is key to creating good work. With all the technical tools at our disposal today, it's more important than ever to stay focused and be clear about the core message of your work.

LBB> You joined Invisible North in 2018, what were your goals when you first joined? How have you influenced and evolved how the company creates content today?

Nariman> I joined IN initially as a film and content consultant, advising the company on hiring the right people and setting up their productions on a project basis. As we continued working, I was asked to start building a film and content division, which ultimately became Invisible North Content Studio. The core goal has always been the same: create the most interesting work possible! Initially, I collaborated with great talent in the industry that I had either worked with previously or were friends. As we established a dedicated division, we started hiring full-time staff for film and content. 

Currently, we operate a full-service creative and production content studio. For the future, we are exploring multiple new avenues, such as AI production, cross-platform integration, creative talent partnerships and global expansion.

LBB> Invisible North has creative and strategic capabilities as well as production - how do you approach working with in-house creative differently to an external agency? What do you enjoy about this dynamic, and how does it help the production team?

Nariman> The hybrid model at IN has revolutionised one of the industry's core challenges - communication between different entities involved in a project. This streamlined approach has led to significant efficiencies in timelines and costs, benefiting our clients immensely. Our process mirrors a traditional agency and production model, where our creative and strategy teams lead the initial planning phases. However, our unique edge lies in involving the content team from the very beginning. This joint venture between creative and content teams ensures that our creative development is both innovative and practical. 

LBB> Does this also mean you’re working directly with brands more? How do you navigate those relationships as head of content?

Nariman> Absolutely, and that's the fun part! More and more brands have their own internal creative studios. Navigating these relationships as the head of content involves a lot of collaboration and open communication. Our creative department works closely with clients to understand their vision and goals, bringing our expertise to the table to enhance their ideas. What stands out to me is that clients feel more included in the process, which has led to stronger trust and a deeper bond with Invisible North. This inclusive approach ensures that the content we create not only aligns with their brand identity but also resonates with their target audience. Building these strong, collaborative relationships is key, and it's incredibly rewarding to see the impact of our joint efforts.

LBB> Who or what in the industry inspires you right now? What has impressed you or made you jealous?

Nariman> On the creative side, I’m intrigued by all the commercials and teaser content for and from Hollywood films being posted recently, featuring major partnerships and talent inclusions from other industries. A good example is the ‘Bad Boys’ skit with Lionel Messi, Jimmy Butler, Will Smith, and Martin Lawrence, or the ‘Deadpool and Wolverine’ brand partnerships and commercials. 

On the production side, AI production has caught my full attention! I’m seeing more elevated and impressive work, whether in VFX, CG, live action or transitions. Incredible work is being released, making me think about the short-term and long-term possibilities, and where the industry is heading at large. Just today, I thought about Michel Gondry’s iconic film ‘Eternal Sunshine of the Spotless Mind’ when I saw an advanced and intricate transition in an AI-generated video that reminded me of Gondry’s work.

LBB> Which of your recent projects are you particularly proud of? Are there any interesting creative challenges that you’ve had to face?

Nariman> I’m particularly proud of our recent projects with Propel and Sonos. Both projects exemplified our creative agency and production company hybrid model, as they were comprehensive 360 campaigns with film and TVC at the centre, supported by experiential, digital, social and OOH elements. This hybrid model allowed us to push the creative envelope and tackle unique creative and production challenges.

Both projects featured star talents. Michael B. Jordan, Propel’s ambassador for the last two years, was the face of their campaign, while Suki Waterhouse starred in the launch of Sonos’s Ace headphones. Each project had its challenges, but the highlight was overcoming them with the support of our amazing clients, leading to the success of both campaigns.

LBB> What’s your favourite part of what you do, and what’s the most challenging aspect for you personally?

Nariman> The collaborative nature of this industry, in both creative and production aspects, is my favourite part of my work. I value the creative input of my team members on every project. I encourage creative directors, writers, and producers to bring their ideas to the table. This collaborative approach enriches the storytelling process and often leads to more nuanced and dynamic outcomes.

Interestingly, this is also the most challenging part for me. Ensuring that all these diverse ideas come together cohesively while staying true to the project’s vision can be quite demanding. However, this challenge is what makes the process so rewarding and ultimately leads to a richer, more dynamic final product.

LBB> Do you still get time to work on your own filmmaking or photography projects? What do you get up to in your free time, and how do you stay inspired and up to date in the world of production? 

Nariman> These days, I live and breathe my work at Invisible North - it’s my passion and my joy. Interestingly enough, everything I do outside of work somehow finds a way to inspire my professional life. For instance, I’m currently reading Nick Cave and Sean O’Hagan’s book ‘Faith, Hope, and Carnage’ while developing a 360 campaign for one of our longstanding clients. A passage I read last night inspired a blurb for the campaign. I feel like I’ve arranged my life so that my experiences and work are symbiotic. I often collaborate with people I admire, not just professionally but personally as well, and increasingly, this applies to clients too. It’s a true privilege to be in this position.

LBB> What are your goals for the rest of 2024 and beyond - both with Invisible North and personally? What drives and motivates you in general?

Nariman> My goals for the rest of 2024 and beyond include expanding the content studio at Invisible North and homing in on our creative agency production company model. I see tremendous potential in growing our capabilities and streamlining the way we produce content, ensuring that we can deliver even more innovative and high-quality work for our clients.

I’m excited to explore new ways to integrate our creative vision with production, making our processes more efficient while maintaining the unique and impactful storytelling that sets us apart. 

In addition to my professional goals, I’m also focused on personal growth. This personal development is crucial for me, as it enables me to bring my best self to the table, enhancing the creativity, collaboration and overall success of the projects we undertake. What drives me is the pursuit of meaningful work that resonates on a deeper level - work that not only meets but exceeds expectations and makes a lasting impact. I’m also motivated by the incredible team at Invisible North and the collaborative energy we share. Together, I believe we can achieve great things and continue to push the boundaries of what’s possible in our industry.