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Alma Har'el

[Photo: Mary Rozzi]

Most Creative People 2018

Alma Har'el

Founder, Free The Bid | Los Angeles

For helping women call the shots
The Most Creative People in business 2018

Over the last year, director Alma Har'el has helmed Coca-Cola's Super Bowl ad and P&G's Winter Olympics commercial, but beyond her own work, she also founded Free The Bid in October 2016, a database of female directors and a pledge for ad agencies and brands to include at least one female director on all creative bids. So far, the group has signed on 70 agencies and more than 12 major brand companies, including Coke, Diageo, HP, Twitter, LinkedIn, and Levi's. HP donated $100,000 to the cause, and BBDO and CP+B reported a 400% increase in jobs directed by women.

While continuing to grow Free The Bid's roster of directors, expanding it to include female editors and links to sister sites for female DPs, Har'el is now working on her first feature, the family drama Honey Boy starring Shia LaBeouf and Lucas Hedges.

Alma Har'el On The Web
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