Massīf has officially signed cinematographer-turned-director Kabeer Shaik. Known across the industry for his strong visual language and collaborative chops behind the lens, Kabeer is now stepping into the director’s chair, and if his latest NSRI spot is anything to go by, he’s making quite the entrance.

Kabeer’s latest commercial for the NSRI, produced by longtime collaborator and freelance producer Jess Schipper and developed in collaboration with the brand’s marketing team, is a really moving piece built around South Africa’s beach camera technology (which we did not even know existed, but how cool!). The narrative focuses on the very real humans behind lifesaving surveillance, the people who scan our coastlines day and night in the hope of preventing disaster.

Kabeer not only directed the piece but also wrote it, walking into NSRI’s offices unannounced to pitch them a story. That says everything about the drive behind this career pivot.

Kabeer’s work is highly visual, story-first, and textured. He’s someone who can hold a frame and pack it with narrative, not just aesthetic. Having worked across features, television, and commercials since 2010, he brings both experience and versatility to the table. After starting his career in Joburg and spending several years living and working in New York, Kabeer’s approach combines agile thinking, big-picture treatments, and the kind of DOP instincts that let him extract the most from any brief, whether it’s a high-budget epic or a tighter turnaround.

Frames from Kabeer’s DOP work for Stoixman, Suzuki & BMW

Massīf director Dean Blumberg, who has collaborated with Kabeer countless times over the past few years, says, “Besides having a great eye, Kabeer has always had such a keen sense of storytelling that helped me elevate every image we created together. So few people are as story-focused, concept-focused, and idea-minded as he is. It feels so natural that he would continue his filmmaking career as a director. I look forward to seeing what he produces and supporting him every step of the way.”

Frames from Kabeer’s DOP work for Carling Black Label & Windhoek

Kabeer joins Massīf as a director, strengthening the production company’s Cape Town footprint alongside producer Jess Schipper. Executive Producer Peter Carr says, “Kabeer has always been someone we’ve admired – his reel, his relationships, his eye. He’s got that rare mix of technical mastery and story instinct, and we’re thrilled to have him officially on the roster.”

The transition from DOP to director is a natural evolution for someone who’s spent years shaping stories behind the camera, often alongside Massīf, the production company he’s worked with most throughout his career.

Frame from ‘Light in the Darkness’ directed by Kabeer

“I’ve always been drawn to storytelling,” says Kabeer. “The craft behind what makes a visual hold meaning, or feel like a moment. Directing gives me the chance to build that from the ground up.”

Frame from ‘Film Apart’ directed by Kabeer

So, what kind of scripts should agencies be sending Kabeer’s way?

“I’m not trying to lock myself into a single visual style,” says Kabeer. “What matters is that every frame carries the story. If you can watch something again and notice something new, then I’ve done my job.”

Wanna (s)talk some more? Massīf company website