Delving into the creative powerhouse that is Wassim Fakhoury
“The Extraordinary in an ordinary environment does not shine and is so often overlooked and undervalued. There are brilliant talented people everywhere who aren’t receiving the recognition and reward they deserve. But once they arm themselves with value and confidence and remove themselves from an environment that isn’t serving them, they thrive and grow.”
“Art is a gift that needs to be cultivated and nourished in order to keep on giving. Art comes from a place of need of self-expression as it’s hard to be silent when the world is ever evolving. The need for expression cannot be tamed, and since art shouldn’t be limited, neither should See The ACT: Art, Culture and Talent – a platform of true expression.”
Wassim Fakhoury is the founder and creative and artistic director of See The ACT creative studios, inaugurated in 2020.
Raised in a small town in the south of Lebanon, Wassim showed immense interest in art and fashion from a young age, nourished by his family who seeked Wassim’s consultancy when he was just six years old. Wassim’s father – an oriental military man – was initially a little hesitant in comprehending his passions. The world outside didn’t get Wassim who loved different things and found it hard to find his tribe.
Wassim later moved to Beirut to study filmmaking at university, fascinated by cinema and the illusion of the lights. He appreciated art in a different manner, understanding how to manipulate it to deliver a certain story, and created his unique style of filmmaking, deeply influenced by Italian director, Michelangelo Antonioni. Wassim worked on almost 40 short films as production designer, art director and stylist, discovering different styles. During this time, he struggled to find someone to understand his artistic vision, so ventured into various jobs related to filmmaking, due to lack of funds for his films. He worked for three years as assistant director, production assistant, production manager, art director and stylist, but didn’t find the satisfaction of creation.
Wassim took a year off to explore what he really wanted to achieve, during which he was offered a job as a stylist on a small project, which he accepted. Subsequently, he worked with local Arab celebrities and magazines on editorials and personal projects. Styling wasn’t Wassim’s destiny – finding himself underpaid, overworked, and underappreciated, tamed by the rules and conventional understandings of fashion and styling. Coming from a film background and years of culture and self-education about filmmakers and artistry, he felt he didn’t belong in the styling sphere.
Wassim met with Sami Semaan in 2017 – a young man related to a Berlin-based pop artist MOUGLETA – and they worked together on various projects, creating visuals and identity for talented youth. Together they produced a series of narrative shoots, music videos and social content and Wassim shared his passion around creating a platform, a destination where art is at the centre of everything, a place where he can produce visuals and narratives. Wassim quit styling as he opened a new chapter with Sami that they called See The ACT – a platform for self-expression, with one sole aim: to showcase talented people and support other artists: photographers, singers, painters, dancers…
Despite the disruption of working from Beirut during the 2019 revolution in Lebanon – which brought inhumane living conditions – and Covid-19 in 2020, Wassim continued to push forward with See The ACT. The multi-direction creative studio delivers inventive and precise visual solutions achieving new levels for both clients and the studio; it produces 100% of its content. See The ACT produce varies from photo and video shoots to short and long feature films, from advertorial conceptualising and production, creative and art direction, content creation and branding, to social strategy, visual merchandising and window displays.