Sarah Asmail is an Iraqi multidisciplinary production and set designer based in London whose work spans moving images, photography, advertising, music, and narrative. She studied Interior Architecture at university in London, but quickly realised her true passion lay in stage and set design. During her studies, she shifted her focus toward performance environments, developing conceptual spaces that explored atmosphere, storytelling, and movement.
After graduating, Asmail interned with a renowned theatre designer, solidifying her desire to work hands-on in creating immersive visual worlds. She began collaborating with emerging photographers and directors, shaping ideas together from the ground up and refining her creative voice. Her journey naturally expanded into film and television, where she assisted several respected production designers. These formative years taught her how sets operate, how departments collaborate, and how to navigate the fast-paced, problem-solving nature of production.
Building on this foundation, Asmail continued designing her own projects, consistently experimenting across mediums and pushing her craft forward. Her recent work includes production design for A$AP Nast’s No Hammer directed by Dexter Navy, The Ordinary’s latest campaign directed by Olivia De Camps, and Little Simz’s Young directed by Dave Meyers. Today, she is recognised for crafting thoughtful, atmospheric, and visually compelling worlds that merge architectural precision with bold, contemporary storytelling.
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