Mouh Studio.

My name is Sofia (pronounced Sofire), and I am a British-Moroccan multidisciplinary creative working across both physical and digital spaces.

I have been a freelance creative for 10 years. I began my career working in video production and ran my own music video production company for four years, working with hundreds of artists. I have always had a love and passion for creating worlds. From there, I moved mainly into video editing for different clients across social media and paid ads, as well as working on longer-form content like podcasts.

Even though I loved video editing, I missed being in the physical realm. While directing music videos, I always found myself drawn to set design and actually creating the spaces these artists lived in. I then branched out into working as a theatre technician, which allowed me to learn more technical skills in fabrication and set building. As my skills grew, I was able to move into the art direction, advertising billboard sector, which then merged with brand activations and installations.

Being a freelancer has allowed me to move fluidly between video projects, set design art direction and fabrication, and working within theatre and live events. For a long time, I questioned whether I should pick a lane and stick to it. But I came to the conclusion that not all creatives thrive in one environment all the time, so I embraced the fact that I am multifaceted and that my outlook on production as a whole is expansive.

I have learned that a lot of the workshops, venues and artists I work with benefit from me having this broad perspective, as I can see things that others who have chosen one path can’t. I understand what is needed from all angles and can speak the language of people across different departments.

So, I think my journey has been unorthodox, but it has allowed me to work on some really dope projects with amazing teams.