about
Tony Helal is a visual artist [image and motion] with a background in creative direction and content design. Born in Limassol, Cyprus and based in London, England, the Cypriot/Jordanian creative is the anonymous founder and curator behind the social platform @idealocus –– an account followed by Fabien Baron, Sky Ferreira, Craig Green, Nico Ballesteros and many others. His social curation led him to be discovered and mentored by legendary image-maker Nick Knight, who invited him to start his career by curating the award-winning platform SHOWstudio's Instagram. During this time, Tony redefined SHOWstudio's tone of voice, tasked with having the creative lead on all visual social content. Redesigning graphics and visuals from artistic ideations, under Nick Knight, Tony directed fashion shoots from conception to completion and curated exhibitions. Tony's own photography can be found at @eidosmodule. His personal social account is @tonehelal.


idea; a formulated thought or opinion

locus; the place where something is situated or occurs

eidos; something that is seen or intuited


︎ tony helal                                    ︎ idea locus

                                     ︎ eidos