There's something magical about stories that begin in humble places and reach extraordinary heights. Today, I want to share the remarkable journey of Ismail Zaidy, also known as "Lartiste" - a self-taught Moroccan photographer whose vibrant work has traveled from a family rooftop in Marrakesh all the way to the dazzling billboards of Times Square.
Finding Art in Everyday Spaces
In 2017, without formal training or expensive equipment, Ismail began capturing his vision of Morocco using just a smartphone. What he lacked in technical resources, he made up for with creativity and passion. With the assistance of his brother, Fatimazaro, Ismail transformed the rooftop of their family home into "Studio Sahada" (meaning "happiness" in Arabic) - a simple yet powerful creative space that would become the heart of his artistic expression.
This rooftop studio, bathed in Marrakesh's golden light and framed by the city's terracotta landscape, became more than just a location for photography. It evolved into a canvas where Ismail could weave together stories of identity, family bonds, and contemporary Moroccan culture.
The Aila Project: Celebrating Family and Identity
In 2018, Ismail launched his groundbreaking project "Aila" (Family), a visual celebration of Moroccan identity and familial connections. What makes his work particularly touching is how deeply rooted it is in family support. From the beginning, his loved ones embraced his artistic vision - his mother even personally selected the colorful fabrics that have become a signature element in his photographs.
These vibrant textiles aren't just visually striking; they bring movement and emotional depth to his images. As they billow and flow against Morocco's natural backdrops, they seem to tell stories that words cannot express. For Ismail, photography isn't about technical perfection but rather an emotional language that communicates what he finds difficult to express verbally.
Breaking Through to Global Recognition
The year 2020 marked a turning point in Ismail's career when he held his first solo exhibition at the gallery of renowned artist Hassan Hajjaj. This important showcase introduced his unique photographic style to a wider audience and opened doors to international recognition.
Since then, Ismail's distinctive work has appeared at prestigious events including Photo London, 1-54 Art Fair, and Photo Basel. His artistic vision has also caught the attention of major brands like Folk, Adobe, and Apple, leading to exciting collaborations that have further amplified his reach.
From Dreams to Times Square
Perhaps the most surreal moment in Ismail's journey came in 2022. As he checked his phone one morning, he was met with something that seemed plucked straight from his dreams: his artwork displayed on the massive digital billboards of New York's Times Square.
For someone who had only seen this iconic location in movies and television, seeing his own vivid creations illuminating those famous screens represented an extraordinary full-circle moment. From creating art on a simple rooftop in Marrakesh to being featured in one of the world's most visible public spaces, Ismail's journey embodies the borderless power of authentic artistic expression.
The Heart Behind the Lens
What makes Ismail Zaidy's story so compelling isn't just his rise to international recognition, but the authenticity and heart behind his work. His photographs aren't technically complex productions - they're intimate reflections of his personal world, his cultural heritage, and the family bonds that sustain him.
Through vibrant colors, striking compositions, and thoughtful storytelling, Ismail creates visual poetry that resonates across cultural boundaries. His work reminds us that art has no limits when it's fueled by passion, supported by family, and created with genuine intention.
From a small rooftop in Marrakesh to the bright lights of global recognition, Ismail Zaidy's journey shows us that sometimes the most powerful artistic voices emerge not from privileged beginnings or formal training, but from authentic self-expression and the courage to share one's unique perspective with the world.
Do you know someone who would appreciate Ismail's colorful, emotion-filled photography? Share this inspiring story with them and spread the joy of Moroccan artistic talent!
Have you discovered any inspiring Moroccan artists during your travels? I'd love to hear about your experiences in the comments below!