THINGS THAT|HAD TO WORK|ON THE DAY.

A sponsorship can be background noise - or it can own the room. I chose the second option.

As main sponsor of the Tel Aviv Marathon, we built a large, unmissable complex at the finish line. But the real story was what happened inside.

I set one rule: only runners wearing Adidas shoes got the BOOST FINISHER shirt - a limited edition piece, unavailable anywhere else. Not in stores. Not online. Only here. Only today.

The FOMO was immediate. Runners were spotted swapping shoes with strangers on the street, borrowing from friends, doing whatever it took - just to walk in wearing Adidas and walk out with that shirt.

We didn't just sponsor the marathon. We stole the show.

Every brand talks about itself.
We made ours talk to you.

Yotvata's chocolate drink has one iconic asset: Ravel's Boléro. Everyone knows it. Everyone hums it. So we asked - what if the bottle could ask them to?

We engineered a life-size animatronic bottle with a face, a voice, and a live operator behind the scenes. Planted it on the shelf. Right between the regular bottles. Waiting.

When a shopper walked past - psssst. A little chat. An invitation to hum the Boléro together.

The shelf became the media. The product became the campaign.

Shoppers filmed it, shared it, sent it to people who weren't even in the store - a conversation that spread way beyond the dairy aisle. A bottle that never moved - yet went completely viral.

Chief Creative Director of a nation's 70th birthday. Not something that happens twice.

In 2018, the state marked its 70th Independence Day with a year-long national celebration - dozens of events, across the country, for every audience imaginable. I led all of the creative: the overarching concept, the branding, the logo, the brand book, and creative approval across every agency, every event, every piece of content.

Order in the chaos. That was the brief we gave ourselves.

Most trade shows hand exhibitors a floor space and step back. What happens inside is their problem. The result is always the same: a hundred brands shouting in a hundred different directions, and a visitor who doesn't know where to look. We did the opposite.

HLS & CYBER is a premier biennial showcase for the global defence and cyber industries. Three days. Hundreds of exhibitors. 5,000 high profile attendees from around the world - fly in to make business.

The solution: Total Concept. One idea, all over the place. Exhibitors brought their products and their brands - but we brought the universe they lived in. Walk through the entrance and you felt it immediately. One story. One vision. Hundreds of voices, but one language.

Imagine standing inside a story.

Not watching it on a screen. Not sitting in a cinema. Standing in the middle of it - surrounded on all sides by 270 degrees of video mapping, ten metres high, telling a story that unfolds around you in real time.

I led the opening experience of a national exhibition, from my idea to the teams that built it - a seven-minute cinematic journey that put the audience at the centre of the narrative. Walls, ceiling, space - we turned all of it into the canvas. The line between spectator and participant disappeared. The kind of experience you don't forget.

Some brands play it safe. We threw them a party instead.

Lipton is one of the world's most recognisable tea brands - and one of the least exciting. I set out to change that in a single day.

600 women. 600 homes. 600 parties - all happening at exactly the same time.

We recruited 600 hosts across the country, each one throwing her own Lipton tea party for her closest friends. But I didn't want a brand event. I wanted it to feel like theirs. We supplied the tea and the materials, they brought the creativity: homemade games, costumes, themed decorations, all built around Lipton.

The result was the first house party movement of its kind in Israel - and one of the largest coordinated brand moments in the world. PR, word of mouth, and talkability that money can't buy.

One brand. One day. Six hundred reasons to celebrate.

A city that stopped believing. We gave it something to touch.

For many years the city of Tel Aviv, the largest urban centre in the country, has been aspiring to build a light rail system to address its significant traffic congestion. Despite continuous delays, once the construction and excavation for the underground infrastructure began, Tel Aviv's citizens remained sceptical about its completion, expressing concerns about the ongoing disturbance, mess, and exacerbated traffic conditions.

To tackle this disbelief and quell the complaints, we developed an innovative approach: introducing the Metro Cart to the public three years prior to the project's completion to demonstrate the project's legitimacy.

Over a four-week period, we invited everyone to come and see a true-to-life Metro Cart situated along a prominent boulevard in Tel Aviv. Families were offered the opportunity to step inside, get a feel for the service, gather information, and through virtual reality and interactive experiences, gain insight into how the future system will operate.

The Captain was in prison. Our job was to help him escape.

Elite Turkish Coffee launched a mobile game in which the Captain, for years the famous face of its advertising, was thrown in jail. The only way to free him was to download the game and play. So instead of running an ad, I took the escape into real life - a guerrilla campaign built to expose the game, and the jailed Captain, in a way people would talk about.

We planted a fake thriller novel in Israel's largest bookshop chain, displayed as a bestseller - open it, and instead of pages, a coffee spoon. The kind smuggled to a prisoner to dig his way out. And of course, the QR code to download the game.

Supermarket trolleys wrapped to look like prison bars - the Captain staring out between the metal, right at the point of purchase.

In apartment stairwells, a floor placement that made it look like the Captain was peeking up from a tunnel he'd dug himself. Right outside your front door.

Three placements. One idea. Every touchpoint a different way into the same story - and into the game.

Chocolate milk is for kids. Or so everyone thought.

Yotvata makes Israel's most iconic chocolate drink.

I took that same drink - the one you grew up with - and built an entire cocktail bar around it. Different combinations, unexpected toppings, served in proper cocktail glasses. No alcohol needed when the base is this good.

Live music, video art of the Arava desert where the dairy lives, and a crowd that had no idea a chocolate milk bar could feel this cool.

People came for a drink and left with a story. Social feeds filled up, the press picked it up, and chocolate milk was a conversation again.

Same drink. Completely different world.

How do you make a health fund exciting? You make it human.

Clalit Health Services - Israel's largest health provider - celebrated 100 years. The challenge: turn a century of institutional history into an experience that families would actually want to show up for.

I made it a journey. Not an exhibition - a journey.

We built a living photo album that came to life - history told through theatre, live actors, video mapping, and interactive experiences that put the visitor at the centre of the story. And outside - live music, future-gazing installations, and kids drawing tomorrow's healthcare projected live on screen.

A hundred years of history. One experience to feel all of it.

Cinema ads are the ones everyone ignores. We made one nobody could.

For Yotvata's chocolate drink campaign, I turned an entire cinema screen into a gesture-controlled game - powered by Kinect technology, projected at full scale. The whole audience, together, using their hands in the air to guide Yotvata's delivery truck to its destination.

No controllers. No phones. Just a dark room, a giant screen, and hundreds of people waving their arms like they meant it. And at the exit? The chocolate drink was waiting for them. Because of course it was.

Medical innovation moves fast. The conversation around it needs to keep up.

Med In Israel is a premier biennial showcase for medical innovation and health technology - hundreds of exhibitors, thousands of high profile attendees from around the world: researchers, executives, buyers, and decision makers, all converging in one place to connect and do business.

My job: take a complex, technical world and turn it into an experience worth walking into. One creative concept, built from the ground up, applied to every corner of the space. Walk through the entrance and you felt it - a coherent world with a clear story, not just a collection of booths.

Cannes. There's no bigger stage in the world of film.

Once a year, the entire global film industry converges in one place. We made sure the Israeli film industry had a seat at that table - a pavilion that doesn't just show up, but stands out.

I led and championed the creative concept: a design that reinvents itself every year, a consistent, confident presence on one of the world's most competitive stages, and one narrative that carried it all. ZOOM IN. FIND MORE.

A space designed for one thing: bringing two industries together, sparking connections, collaborations, and co-productions that wouldn't happen anywhere else.

In elections, there is no room for error. Not even one.

I owned the entire IT infrastructure for the logistical operation of Israel's Local Authority Elections. We set up sophisticated IT systems, built for the most sensitive and time-critical conditions imaginable.

The operation covered the full election cycle: preparing polling stations nationwide, collecting and sorting the double-envelope ballots of voters who cast their vote away from home, and tracking every protocol - before and after election day - in real time.

At the core: a large computerised logistics centre and six regional facilities across the country, all connected and monitored from a single control panel. Every document, every ballot, every movement - tracked, scanned, and secured.

The technology stack included a private server farm, a dedicated communication network, WMS and TMS platforms, POD systems, six tracking systems using QR codes and barcodes, smart OCR scanning, and full information security protocols overseen by a dedicated CISO.

Multiple systems, tightly interconnected. Strict regulatory requirements, complex information security protocols, and a timeline that left no room for delays.

The kind of project that either works perfectly - or makes the news for the wrong reasons.