In a world where art and technology are intertwined, artist and researcher Hadeer Omar stands out as one of the leading names in new media, combining modern technologies with personal narrative, exploring issues of cultural identity and memory. Through her diverse work across immersive media (XR), video, and photography, she seeks to redefine the relationship between humans and technology.
As a faculty member at VCUarts Qatar, Hadeer inspires emerging designers to explore new media while maintaining their cultural identity. In this interview, we learn about her professional journey, the challenges she faced, and her involvement in notable projects such as the FIFA World Cup videos. She also offers her vision for the future of art and her advice to young people aspiring to enter this field.

Alanoud Al-Sharhan: Your work beautifully blends technology, art, and personal narrative, often exploring themes of cultural identity and memory. Can you tell us about your journey into new media and what ignited your passion for this field?
Hadeer Omar: Since childhood, I always loved listening to stories more than hearing their ending. I had a passion for stories because I grew up in a house that loved stories and telling them in order to convince us of things to do, and I had a lot of curiosity. When I decided to begin my journey in the world of arts, the love of storytelling was present, and with it came the curiosity to understand a new world of technology.
My journey with technology also started at a young age. I love technology, and I love everything that is new and advanced. I always looked forward to working with and telling my stories through it. These are not fictional stories – I like to narrate what I see in my daily life, what happens to me, or even what I hear from people I don’t know while I’m outside the house.
Alanoud Al-Sharhan: You mentioned that your research includes XR media. Can you describe a specific project in which you felt you pushed the boundaries of this technology and how did that relate to your artistic vision?
Hadeer Omar: There are many works in which I felt that I pushed the boundaries, but in 2017 I started working in the field of short films and I wanted to tell the story of my journey with mental health and how to show the world my life as an Arab woman in Africa. A year later, a friend told me that there was a workshop in South Africa about XR technologies and it would be an opportunity for me to show the film. I told him that I knew nothing about this technology and he said that it would be a special opportunity to learn this new skill. I was then chosen alongside other artists from different specializations, but we were united by our love for artificial intelligence.
During the workshop, I was taking opinions from other artists and decided to tell the stories of other women. I met a jewelry designer and actress named Jihan Al-Shamasherji. Her way of speaking and her courage in presenting was wonderful, so I decided to make the film about her, and filming took place in Qatar and Egypt. We finished filming, and are now preparing to show it at international festivals.
This film was a very big part of my life, and I learned a lot from it on a personal and technical level.
Alanoud Al-Sharhan: You have worked on a number of prominent projects, such as music videos for the FIFA World Cup. As a successful woman in a field dominated by men, what unique challenges and opportunities have you faced? What advice do you have for ambitious young women who want to enter the field of new media?
Hadeer Omar: I started my journey in art with graphic design, which is a completely different field. I believe that developing skills and crafts is important, but it is not enough for self-development. Many people think that having an academic qualification is enough, but I learned that working on self-confidence, understanding rights and responsibilities, and building a personal brand and relationships are essential.
At first, I felt pressure to prove myself, especially in a male-dominated work environment, but over time I realized the importance of developing myself in different aspects. I participated in exhibitions and projects without compensation to support others and build a positive support system around me.
I always felt like I had to get their approval and feedback all the time, but after a while, I felt like I had to work on a lot of things, the first being my self-confidence. I have to work on understanding the laws. What rights and duties do I have as a creative person? What is my brand? I have to understand what it means to work on my name and how to pursue my rights, how to build relationships, and how we can build bridges between people, even if we don't know why they are in our lives yet.
I participated in many exhibitions without pay and I used to help my friends with their projects as well, and in return, they would come to help me when I had a project. The idea is to have a strong support system, meaning to surround yourself with people who all have positive energy and a desire to become something. This will always keep you excited, help develop you, and make you want to do new things all the time.
My work with FIFA was based on people who already knew my work and basically knew me as a person, not because I had submitted my CV somewhere or something like that. I've never gotten a job because I submitted my resume somewhere, ever. All of the work I have done is through word of mouth recommendations.
But one of the things that I feel like people take for granted and think is easy is “I'll just apply for a job, get a job and that's it.” So, I'm not saying it's easier for women or harder for men, to be honest, we all struggle in different ways. Men also have their problems, I see and hear them all the time.
Alanoud Al-Sharhan: As a professor at VCUarts Qatar, how do you inspire students to embrace their cultural identity while exploring the possibilities of new media?
Hadeer Omar: I make my classes a wish list of everything I want to do while in university. I always questioned my voice and influence and felt like I had no story worth telling. But with my students, I realize that each of us has a story and a personality worth discovering. I strive to make them feel comfortable, learning not just for grades but to discover themselves, their environment, and their relationships.
I use new tools to help them express themselves, and I am close to them as a mentor and friend. I love their interactions and suggestions, especially given their varying artistic backgrounds. I make sure to create situations that make them discover art in their daily lives and understand how art can express their feelings and document their experiences.
So, it's an evolving journey because every time I teach them, I'm learning as well, and every time they understand what I mean, it's a fun and interactive process, and I love it because it teaches me even in my own practice. Every semester, I work with them on an idea, applying my own study or research in the class, and at the same time, I learn from them, so I find myself changing things in my research based on what we have tested or tried in class.

Alanoud Al-Sharhan: What are your aspirations for the future of new media art in the region? How do you see your work contributing to its development?
Hadeer Omar: I’ve noticed an increased awareness of new media in the region, with new media departments opening in institutions and schools in cities such as Cairo and Dubai, as well as in Qatar and Saudi Arabia. This development has given artists wider opportunities to showcase their experiences through social media, and they have become bolder in experimenting with ideas without waiting for traditional exhibitions.
Digital art has made it easier for them to reach a wider audience and share their work globally through platforms like Instagram and TikTok. Inspiration from international festivals also encouraged the implementation of similar ideas in the region, which increased openness and financial support in this costly field.
I believe in experimenting with multiple fields rather than specializing in one thing. For example, when the COVID-19 pandemic affected my work in virtual reality, I moved to producing videos and telling stories in innovative ways. For me, adapting to change and exploring possibilities is key.
In this case, if I were stubborn and I said that I must use virtual reality technology, I would have restricted myself. The idea of jumping between multiple mediums makes me very flexible and I can adapt to the situation and it gives me an incentive to continue. For example, if artificial intelligence takes over art in 10 years time, I'll be fine. I'll find something else to do, and I'll work with AI.
I believe that the new generation needs to be curious and want to learn and not give up early because everything worthwhile needs struggle and hard work. And art takes a lot of time, and at the same time, because I love art, I don't feel like it's a burden. I feel like it's part of my life. I love going to work because I know I'll learn new things and try new tools as well.
I believe that many people, especially those in the field of art and technology, should have passion and curiosity.
To know more about Hadeer Omar, visit her VCUarts Qatar profile.