Alma Har’el on life in LA and a diverse creative future.

Alma Har’el on life in LA and a diverse creative future.

Alma Har'el is an award winning director and founder of 'Free the Bid', a global initiative to reach gender balance amongst directors in the commercial industry. Her work is known to artistically blur the lines between documentary and fiction and has been recognized around the globe including the top prize at the Tribeca Film Festival, and in collaborations with brands like Airbnb, Facebook, P&G and Chanel. A native of Tel Aviv, Israel, we spoke to Alma about her view of life in Los Angeles and the importance of creative diversity.

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ON WHERE YOU’RE FROM

Tel Aviv.

ON WHEN YOU MOVED TO AMERICA  

About 12 years ago.

ON YOUR RELATIONSHIP WITH LA 

An open relationship.

ON LA IN ONE WORD 

Non·de·script.

ON WINDOW SEAT OR AISLE 

Motherfucking Aisle.

 

Scenes from ‘Bombay Beach’, winner Best World Documentary at the Tribeca Film Festival. Directed and Produced by Alma Har’el.

ON HOW LIFE IN AMERICA INFLUENCES YOUR CREATIVITY 

I met some of the most creative and hard working people in the world since I moved here. People who have an umbilical connection to self expression and the ways in which it changes the world. They inspire me daily.

ON SEEING ‘FREE THE BID’ BEING ADOPTED GLOBALLY

Enlightening, Empowering, Educating and Intoxicating. Anyone who is not exposing him self to the work of women directors around the world is missing out on the biggest untapped pool of talent in the world. My mind is blown on a daily basis by the work we have on our database. We have 700 women directors and each one of them is there for a good reason together with clips of her most updated work.

I met some of the most creative and hard working people in the world since I moved here. People who have an umbilical connection to self expression and the ways in which it changes the world.

ON DIVERSITY IN AMERICA’S CREATIVE COMMUNITY 

I see it growing daily but it needs protecting and it’s only the beginning. The other day a good friend said to me “White men are hurting right now. We should get them more jobs”. This is when still over 90% of content is directed by white men. So even though diversity is growing the impulse of many is to protect the status quo. We have to keep fighting on a daily basis to diversify the creative community.

ON A GREAT COLLABORATION RECENTLY 

I just finished filming my first scripted feature Honey Boy and I learned something from every woman and man who worked on this film.

 

Scenes from ‘Thank you Mom’ P&G commercial for the 2018 Winter Olympic Games. Directed by Alma Har’el. Creative agency Wieden + Kennedy Portland.

ON CREATIVE INSPIRATION 

I head out to the desert. Same thing I did when I was living in Tel Aviv.

ON SOMETHING TO DO WHEN YOU FIRST MOVE TO LA 

I took a tap dance class.

ON A FAVORITE LA NEIGHBORHOOD 

Los Feliz. 

It’s a curated place and it takes years to create your experience in it because there is no center and no obvious culture. Everything is kind of underground.

ON LA ENTERTAINMENT  

LA is ‘execution dependent’. It’s a curated place and it takes years to create your experience in it because there is no center and no obvious culture. Everything is kind of underground. I would say that if you don’t know anyone in LA your best shot is Sunsets.

ON THE BEST PHRASE THAT’S COMMON IN LA

June Gloom and Plant Spirit Medicine.

ON WHERE YOUR NEXT FLIGHT IS TAKING YOU 

Home. 

 

Alma Har’el.

 

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Nuggets in this interview

neighborhoods

Los Feliz, LA

"Favorite neighborhood.. Los Feliz".

–Alma Har'el

industry

Free The Bid

"My mind is blown on a daily basis by the work we have on our database".

–Alma Har'el

events

June Gloom, LA

"June Gloom".

–Alma Har'el

events

Plant Spirit Medicine, LA

"Favorite phrase... Plant Spirit Medicine".

–Alma Har'el

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