AFL_Alma Harel.jpg

Alma Har'el is an Israeli-American music video and film director, most famous for her award-winning films Bombay Beach and LoveTrue, Har’el creates narrative work that plunges deep into the heart of imagination and creates surreal, dream-like poetic meditations on life. She recently directed Honey Boy, written by and starring Shia LaBeouf, which premiered at the 2019 Sundance Film Festival and is scheduled for release this November by Amazon Studios. Her wildly inventive approach to filmmaking produces genre-redefining work which is exceptional, fearless, and artistically blurs the line between documentary and fiction.

In 2016, Har’el launched the initiative Free The Bid to address the gender imbalance among directors in the commercial industry. Free The Bid is a 501c3 non-profit initiative advocating on behalf of women directors for equal opportunities to bid on commercial jobs in the global advertising industry and beyond.

Free The Bid asks ad agencies, production companies, and brands to pledge a woman director bid on every commercial. Since its launch, over 40 of the worlds biggest ad agencies have taken the pledge along with 10 major brands including HP, Visa, eBay, Twitter, Levi’s and Airbnb. In the first year of Free The Bid’s implementation, pledged agencies BBDO and CP+B reported an increase of jobs directed by women of up to 400%.

Click here to listen to our interview with Alma.