About Us
Geometry of Beauty — a philosophy born in Dubai, where structural precision meets the art of human expression.
Where It Began
Forma Agency was founded in Dubai with a singular conviction: that talent representation deserves the same rigour, intentionality, and aesthetic discipline as architecture and design. Rooted in the Bauhaus principle that form and function are inseparable, we set out to build an agency where every decision — from model selection to campaign direction — is guided by structural clarity and bold visual thinking. Our founding team brought together backgrounds in fashion, architecture, and fine art, creating a multidisciplinary foundation that distinguishes us from every traditional agency in the region.
Since our earliest days, Forma Agency has grown from a boutique operation in Dubai's creative district into one of the most respected talent agencies in the UAE and across the Gulf. We have placed talent in campaigns for international fashion houses, luxury hospitality brands, and cultural institutions that value design-driven storytelling. Every year, we expand our reach while staying true to the geometric clarity that defines our identity — proving that restraint, precision, and boldness can coexist at the highest level of commercial creative work.
The Team
Behind every great agency is a team that lives and breathes its philosophy. Our leadership combines decades of experience in fashion, creative direction, and talent development — united by a shared belief that beauty is most powerful when it is structured, intentional, and fearlessly original. Together, they guide Forma Agency with the precision of designers and the instinct of artists.
Samir Voronov
Founder & CEOTrained in architecture and fashion, Samir founded Forma Agency to merge structural design thinking with talent management in the Middle East.
Leila Hartmann
Head of TalentWith an eye shaped by years at Bauhaus-inspired studios in Berlin and Dubai, Leila discovers faces that redefine contemporary beauty.
Jiro Tanaka
Creative DirectorJiro's minimalist vision has shaped campaigns for Zaha Hadid Design, COS, and leading architectural brands across the Gulf.
Our Values
Three core principles guide every project, partnership, and placement at Forma Agency. These are not abstract ideals — they are working frameworks that shape how we scout talent, direct campaigns, and build lasting relationships with the creative community in Dubai and beyond.
Form & Function
In the Bauhaus tradition, we believe that aesthetic beauty and practical purpose are not opposing forces — they are partners. Every talent placement, every campaign concept, every creative brief is approached with this dual lens. We never sacrifice substance for style, nor style for substance. The result is work that is visually arresting and strategically effective, delivering measurable impact for our clients while elevating the creative landscape of Dubai.
Bold Authenticity
We champion talent that defies convention. Forma Agency does not follow trends — we seek individuals with an inherent visual presence that transcends seasonal aesthetics. Authenticity is the cornerstone of every relationship we build, whether with our models, our clients, or the creative teams we collaborate with. This commitment to boldness without pretence has earned us a reputation for delivering talent that is memorable, versatile, and genuinely impactful in every context.
Design Thinking
Every project at Forma Agency begins with a design brief, not a casting call. We approach talent management the way an architect approaches a building — with research, blueprints, iteration, and an unwavering attention to detail. This methodology ensures that our creative output is cohesive from concept to delivery. From the initial discovery conversation to the final campaign assets, design thinking permeates every stage, resulting in work that feels intentional, considered, and impossible to ignore.
Ready to Build Something Extraordinary?
Whether you are planning a campaign, launching a brand, or seeking talent that embodies design-forward thinking — Forma Agency is your creative partner in Dubai. Let us bring structural beauty and bold vision to your next project. The conversation starts here.