Yasser Al-Zahrani: The glue of Saudi’s creative community

Yasser Al-Zahrani—better known to his peers as Daddy Yaz—is the underdog lurking behind the scenes of some of Saudi Arabia’s most decisive cultural initiatives. A wearer of many hats with hands in many, many pots, Yasser has played the roles of model, production manager, prop master, art director – even casting director. The young multihyphenate’s chief skill is crafting conditions that an artist can thrive in; ensuring every element of a set, installation or project is in place—often making them himself if they’re not. He’s one of the creative minds behind Sindbad, an art collective in Jeddah bringing regular workshops, exhibitions and panels. Above all, Yasser finds renewed purpose in the rapid burgeoning of Saudi’s art movement, eyeing it as open terrain, poised to facilitate youth-led artistic visions.

The artist’s days are marked by an almost surreal adaptability. At any given moment, he might be stepping in to run the production for an exhibition, then turning around to oversee a visual concept for a music video. “I frequently find myself stepping in as a prop master or art director just days before production starts, usually because someone else has cancelled,” Yasser explains. These experiences have honed his ability to adapt quickly and ensure that all necessary elements are in place, even under extreme pressure. “These situations revealed that I’m not just a good support person; I can manage projects effectively, even with tight deadlines.” 

When Basmah Felemban presented her 2024 solo exhibition at ATHR Gallery curated by Ruba Al-Sweel, Yasser directed the production. The exhibition was a thought-provoking melding of Jeddah’s urban landscape with multimedia explorations of data systems, Islamic cosmology, architecture and pop culture. For Yasser, it was a milestone in both scale and independence: “Managing everything on my own made me realise that I have a specific skill set and can successfully handle projects independently,” Yasser divulges. “This experience was a turning point for me, confirming that I could take charge and make things happen.”

It’s the same ability to adapt that has turned him into a reliable go-to man on other fast-moving projects. Abdullah Alamoudi’s art project a ‘Man Falling’, which presented at ATHR in 2022, Yasser jumped in as art director and prop master, sourcing and designing props, even constructing some of the installation himself. When the Red Sea Film Festival needed casting in Venice, he found himself an impromptu casting director, finding models to represent Saudi’s culture abroad while scouting locations and managing props. 

Yasser brings an altruistic philosophy to his work—a belief that art thrives in shared, collaborative spaces rather than behind closed doors. “#NoGateKeepers,” he tells Dazed MENA. “I’m also really passionate about continuous learning. Even if I master something, I want to keep growing – like a tree that branches out in different directions. I aim to create a space where people can learn from me and each other. I have plenty of resources and various ways to learn and I want to promote a culture where knowledge is open and accessible for everyone.”

Through it all, his ideas remain firmly planted in local culture, and he emanates a pride and faith in Saudi’s creative scene: “I try to incorporate local traditions, stories and visuals into my projects, which helps showcase the rich culture of the MENA region,” Yasser explains. “Each project is a chance to reflect our community’s values and history. I also love collaborating with local artists and cultural figures…By engaging with the culture around me, I expand my artistic vision and create a stronger bond between art and the community, making our work more meaningful together.”

In ‘Even If’, a piece he produced for ATHR Gallery, the artist explored a profound paradox he found when thinking about losing the essential items—wallets, keys, rings, vape—that form the fabric of everyday life. He painted these objects in matte black, mounted on a glossy white canvas, coming to form a commentary on identity’s discrete dependencies, “Do they need us as much as we need them?” he muses through the piece, pointing to the tensions between object and self, memory and possession.

For Yasser, art is the alchemical process that transforms everyday experiences into something larger. His creative drive is prompted from conversations with friends and family, like exchanges with his father that spark ideas he hasn’t considered. “My dad’s fresh perspective often leads me to ideas I wouldn’t have considered otherwise,” he observes, grasping the creative value of universality in such exchanges. “These simple experiences often reveal feelings and themes that resonate with many people. I want to reshape how we engage with art and culture by valuing diverse perspectives, especially those outside traditional artistic circles. Conversations with everyday people can spark new ideas and enrich creativity.”

Consistent with his emphasis on the value of collaboration, Yasser believes the creative sphere in Southwest Asia and North Africa will catalyse their growth with the consolidation of cultural knowledge and representation. “Artists [in the SWANA scene] must expand their knowledge of the cultures and traditions in nearby countries,” Yasser affirms. “Through mutual learning and idea sharing, artists can come together to create projects that showcase these unique aspects of our region. I envision a future where more artists draw inspiration from the styles and stories across SWANA, creating works that resonate with a wider audience.”

Yasser’s priority lies in empowering his peers through mutual uplifting, investing locally and realising collective visions together: “I really want to collaborate with other young artists my age instead of just working with big companies for money,” the young artist highlights. “Many of us don’t have enough opportunities, so I’m eager to create a space to support each other and work together… I’m thinking about community initiatives that showcase our work and engage with local audiences. By focusing on youth-driven projects, I hope to inspire others to explore their own creativity and build a sense of community.”