We’re looking forward to introducing you to Soukaina Alaoui El Hassani. Check out our conversation below.
Hi Soukaina, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: Have any recent moments made you laugh or feel proud?
Absolutely. My most recent proud moment was producing a major Amazon/Audible campaign that spanned multiple global regions. It was one of the biggest projects I’ve ever led, with over 640 deliverables — everything from static OOH and digital placements to full train wraps and live boards.
What made me especially proud wasn’t just the scale, but the team I worked with. I had the chance to collaborate with some of the most talented artists I know, and being trusted to lead something this significant meant a lot. I genuinely felt the respect, support, and confidence of my team, my bosses, and my mentors at Versus, and it empowered me to lead with both conviction and compassion.
It was challenging, fast-paced, and incredibly rewarding — and I’m still glowing from it. I feel very lucky to have been part of it and even luckier to have been trusted with such a major piece of work.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Soukaina Alaoui El Hassani (most people know me as Souki), a filmmaker and producer originally from Casablanca, Morocco. I grew up in a place rich with oral storytelling — long, mystic-filled evenings beneath cool skies, wrapped in the scent of honeysuckle and jasmine, listening to my father and grandfather weave stories. Those moments shaped me. They taught me to fall in love with narratives and the way they connect people, challenge assumptions, and spark transformation.
Today, I’m based in New York City, working at Versus Creative Studios as a producer specializing in editorial, OOH, 2D animation, and CG. Over the years, I’ve had the privilege of collaborating with major brands such as Audible, GoodRx, Paramount, Netflix, MSG, Pepsico, and more.
Beyond commercial work, I’m deeply committed to independent storytelling. As a writer, director, and producer, I focus on creating films that reflect the richness and complexity of underrepresented voices. My recent films — BZRK and To Fade Away — have respectively won and been nominated for multiple awards at international film festivals. My mission is simple but urgent: to bring authenticity to the screen, because I believe in the power of narratives that are rooted in lived experience.
Right now, I’m balancing large-scale global commercial projects with more personal film work. My goal is to continue building bridges — between brands and audiences, between cultures, and between people who don’t always see themselves reflected in mainstream storytelling.
Okay, so here’s a deep one: What breaks the bonds between people—and what restores them?
I think what often breaks bonds is a lack of communication and a lack of effort to understand one another. Honestly, it feels a bit like an epidemic sometimes. There’s a growing sense of individualism, and people can become so wrapped up in their own worlds that they forget to act with compassion and curiosity toward others.
On the flip side, what restores connections is simple, but powerful: listening, empathy, and presence. In my work, I see it all the time — when artists feel heard, supported, and understood, they pour themselves into the work. The same goes for clients: when you communicate clearly, act with integrity, and genuinely want to support them, the right people will mirror that care back.
At the heart of it, connection is about making people feel seen. It’s about acknowledging their experiences, their effort, and their humanity. Bonds are restored when we approach each other with curiosity, compassion, and the willingness to meet people where they are.
What did suffering teach you that success never could?
Suffering taught me lessons that success never could—primarily, the difference between pain and suffering. Pain is something that happens to you; suffering is what you choose to dwell on. As a producer, you learn to be solution-oriented: to identify the source of the pain, process it in your own time, and keep moving toward the goal you’re working to achieve.
Suffering, on the other hand, delays progress. It’s natural to feel and process, but marinating in victimhood doesn’t help anyone—not you, not your team, not the work. What suffering has taught me is resilience, focus, and the ability to navigate challenges without losing sight of the outcome. It’s a perspective that success alone can’t give, because success is the reward; suffering is the teacher.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What’s a cultural value you protect at all costs?
I deeply value community building — not just because we need people, but because it’s a reminder that we don’t have to do life or work alone. Cultivating a strong community creates trust, eases processes, accelerates growth, and provides a safe space where healthy boundaries and personal development are possible.
I try to build this in every aspect of life — in my work, with colleagues, with collaborators, and with the people around me. When you protect your people, they protect you in return. Strong communities foster not just efficiency, but respect, understanding, and meaningful connection, and that’s something I fiercely protect.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What light inside you have you been dimming?
I’ve been called intimidating my whole life, and for a long time, I found myself making myself smaller in certain spaces. I’m learning to do less of that, thanks in large part to mentors at my job and friends who have reminded me that I shouldn’t. My conviction, my come-hell-or-high-water attitude, and my passion aren’t meant to be dimmed.
If someone can’t take the full spectrum of who I am, then they can’t truly appreciate the privilege of working with me — personally or professionally. Interestingly, the more unapologetic I am about all of me, the more I thrive. The more I get to show up fully, the more love, dedication, and energy I bring to everything I do.
Contact Info:
- Website: https://www.saelhassani.com/
- Instagram: https://www.instagram.com/saelhassani/
- Linkedin: https://www.linkedin.com/in/salaouielhassani/
Image Credits
Billy Voermann
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