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 and lifestyle campaigns, from sportswear and streetwear to hospitality and retail, 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. He has produced campaigns for Snipes, Brooks, Saucony, New Balance, Puma and Amazon, and runs an athlete partnership with Nike through his own run community.
Based in Dubai. Built for brands that want to move culture, not just market to it.
Published work & media coverage
- RTL Deutschland: NDO Runclub · Runs and Roses, Cologne — Media coverage
- ntv: NDO Runclub · Community running with Die Bachelors — Media coverage
- EXPRESS: NDO Runclub · Runners meet Felix and Martin — Media coverage
- Luma · Event listing: Brooks Running × ndo.RUN.club — Co-host
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.
Published work & media coverage
- GQ Middle East: Baraa Alem Has Notes — Photography
- ELLE Arabia: Dior Autumn/Winter 2025–2026 — Photography
- 032c: Sevdaliza Questions Human Authenticity — Photography & Creative Direction
- Gabriel Guevara · Official website: Numéro Netherlands · Gabriel Guevara — Photography