Alma Har'el is a commercial and film director, best known for her documentaries LOVETRUE and Bombay Beach, the latter of which was awarded top prize at Tribeca Film Festival in 2011, was nominated for a 2011 Independent Spirit "Truer than Fiction" award, and has been taught in Harvard’s Sensory Ethnography Lab and Film Center as a “genre-redefining work.”
Har'el is one of the top commercial directors working today, with campaigns for Airbnb, Coca-Cola, Chanel and P&G garnering millions of hits and winning accolades, including Clio and D&AD awards.
Her P&G "Thank You Mom" campaign for the Winter Olympics gained her a DGA nomination for Outstanding Directorial Achievement in Commercials.
In 2016, Har’el founded nonprofit initiative Free The Bid, a pledge which asks agencies and brands to promise to include a woman director on every triple-bid commercial project. As of its second anniversary, in September 2018, Free the Bid has received 100+ pledges from top global advertising agencies and agency networks, along with 13 global commitments from the world's top marketers (including P&G, Diageo, HP, Visa, eBay, Airbnb, and Coca-Cola), which collectively represent over 145 brands worldwide.