Halal has signed the UK’s newest directorial wunderkind, Yousef, master of the “wonderfully weird” must watch music video and commercial. Here’s where his stardom began two years ago:   

This won a Wood Pencil for Music Video: Concept at the 2021 D&AD Awards, as well as being included on shortlists for the 2020 Young Director’s Award and the UKMVAs.

And here is his most recent addition to the world’s collection of star quality spots.

This was a 2022 Webby Winner in Video, in the Experimental & Weird category.

Yousef has a penchant for mind-bending music videos and commercials that merge comedy and magic realism, with a sprinkling of the absurd. His work for BBC brought him to the attention of adland a year ago.

The 26-year-old lives in Manchester in the UK and specialises in VFX-focused magical realism that is undeniably fantastical, but not over the top or slapstick. Basically, it’s real life with surreal elements. He’s also genuinely funny and has a way of getting his message across without his films being predictable or overly product-based. 

Halal co-founder, executive producer and partner, Gijs Determeijer, commented, “I don’t think I need to even say that Yousef is a unique talent, just take a look at any of his work and straight away you’ll get why we signed him, plus we don’t have anyone like this on our roster or in our market. His playful, joyous creativity leaps straight out of the screen, makes you laugh, and grabs your attention by virtue of its stylish, off-beat individuality, and he is only 26, so this gives us a great opportunity to help him develop his career.”

Outside of the world of film, Yousef is also a designer and art director, crafting visuals for major-label albums and single campaigns for the likes of Michael Kiwanuka, Wretch 32, Dizzee Rascal, Devlin, Yizzy, Gregory Porter, and Sway. 

“I’ve been a huge fan of HALAL’s roster of directors and the fantastic work they put out for a number of years now and I’m excited to join the team and hopefully create more bonkers stuff with them,” Yousef stated. 

View Yousef’s reel here.