Alma Har'el

Director and founder of Free The Bid

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.

Sydney SP is coming back

Sydney 2019

An exploration of The Truth across art, design, business and technology.
Thanks for coming! See you in 2020.


Across two thought-provoking panels, at this year's Semi Permanent festival, Rare talents from around the world share how embracing their difference and staying true to themselves helped them reach their fullest creative potential.

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