Alma Har’el is a world-renowned filmmaker celebrated for her genre‑blurring work that fuses documentary and narrative with striking imagery and poetic intimacy.

Most recently, Alma wrote and directed a thriller‑inspired spot for Coach’s Not Just for Walking campaign—'Soho Sneaker'—starring Charles Melton. The campaign playfully channels paranoia and spontaneity as Charles evades paparazzi while memorising lines.

Her commercial portfolio includes standout campaigns for the likes of Airbnb, Coca‑Cola and Stella Artois. Her short film 'Jellywolf' for Chanel x i‑D—a blend of sci‑fi, feminism, and fragrance—won accolades from Clio, Tribeca X, D&AD, and Ciclope.

Her narrative feature debut 'Honey Boy' won the Sundance Special Jury Prize for Vision and Craft, earning Alma the DGA Award for Outstanding Directorial Achievement in a First-Time Feature— making her the first woman in DGA history to be nominated in both commercial and narrative directing categories.

Expanding her reach into television after an eclectic body of work spanning music videos, film and advertising, Alma is the creator, writer, and director of 'Lady in the Lake', the celebrated limited series starring Natalie Portman and Moses Ingram.

A pioneer in championing equality in media, Alma founded FREE THE WORK, a non-profit initiative that reshaped advertising’s bidding process and drove inclusive hiring practices across 180 countries.

Additionally, Alma’s creative studio JELLYWOLF conceived TIME’s 100 Women of the Year project in partnership with P&G Studios. Jellywolf produces culture-shaping brand work at the intersection of advertising and storytelling.

Alma continues to direct bold, visionary work across film, television, photography, and branded content.

Latest

Dan Emmerson for Specsavers, Screen The Nation

Lydia Garnett for EE72, Playing House

Alfred Marroquín for Reebok x Karol G, Anthem

Daniel Sannwald for Arca, XXXXX Livestream

Now Burns Blue

Sam Hibbard for Altos, Snake Hips

CLIQUA for U2, Street of Dreams

King She for Bank of America, Street of Dreams

Mollie Mills for Lucky Daye, Nowhere Fast

Sophie Jones for KWN, Risk It All

Dan Streit for Nike, Rip The Script

Mollie Mills for Spotify, Be Particular

CLIQUA for Apple, Designing the Hikawa Grip & Stand for iPhone

Rollo Jackson for NoProblemo x Le Specs

Alma Har’el for Corona, Life Is Calling

Rollo Jackson for Overmono, Pure Devotion

King She for Andrex, The Labour Poo

Aneil Karia, Vote Gavin Lyle

Tom Hardiman for Chivas, Chivas Regal x Charles Leclerc

Alfred Marroquín for Olaplex, Science Never Looked So Good

Tajana Tokyo for Sky, Costume

Will Robson-Scott for Palace x Nike, AM95