About
A studio built on creative direction and cultural instinct.
HAUS 808 is the studio Serto and Esra Sam run together, alongside their own individual practice. We produce sport activations, streetwear and sportswear campaigns, working at the intersection of fashion, photography, and brand strategy for luxury houses, global magazines, and culture-driven brands across the Gulf and Middle East.
Serto founded ndo.club, one of the biggest run clubs in Germany, then built HAUS 808 on the same instinct: gather the right people, move fast, and let the work speak. He sits at the intersection of street culture, sport, and brand strategy. He writes the concepts, pitches the ideas, pulls in the right people, and stays on every project until it ships.
He's also a certified Hyrox coach and competitive Hyrox PRO athlete. He doesn't market sport culture from behind a desk. He trains it, competes in it, lives it.
His work spans creator activations, campaign productions, and brand partnerships, including collaborations with Nike and more.
Based in Dubai. Built for brands that want to move culture, not just market to it.
Dubai-based photographer, creative director, and stylist with a sharp eye for editorial fashion and a track record of high-profile global collaborations.
Her work has appeared in Numéro Netherlands, 032c, and GQ Middle East — among others. Specialising in editorial fashion shoots, BTS studio photography, and visual storytelling that moves between cultures and continents.
She brings a multilingual perspective to every frame — drawing on influences from the Middle East, Europe, and beyond — while maintaining a consistent visual language that is precise, considered, and cinematic.
With 30k+ followers across Instagram and a growing global audience of fashion and photography enthusiasts, her influence extends well beyond the studio.
Based in Dubai. Shooting the world as it could be.