Creative Copywriter & Art Director
Experienced in leading high-impact creative projects from strategy to execution.
Worked for 7 years at McCann Tel-Aviv, managing major clients in Israel.
Led the development of large-scale advertising campaigns, as well as high-impact digital initiatives. Skilled in concept development, brand strategy, design, branding
and delivering top-tier creative assets.
partner 5G
The problem:
Partner’s fiber network initially faced a limitation in coverage, not reaching all areas of the country, which resulted in customer complaints.
Once the company successfully expanded its fiber to cover the entire country,
the challenge was to effectively communicate this improvement to the public.
The solution:
Approach the message in a bold and memorable way: First, by offering an apology.
We adopted a tone of "we're sorry you couldn't enjoy our fiber until now."
The ad featured Static, representing Partner, apologizing to Ilan Peled, who portrayed a frustrated customer. Peled was chosen due to his widespread popularity, relatability, and comedic appeal, ensuring the message was not only heard but also resonated with the audience.
el-al
The problem:
El Al is the largest airline in Israel, but it faces a challenge: it is perceived as elitist and somewhat distant to the general Israeli public. While it positions itself as the "home away from home" to Israelis abroad, this message doesn’t resonate effectively with the local audience.
How do you associate El Al with Israeli culture?
The solution:
we collaborate with Hanan Ben Ari, a popular singer and songwriter who embodies the essence of Israeli culture with his relatable, down-to-earth style. His song "Hanania," commonly sung at performances and loved by audiences, became the perfect tool. By pairing the song with authentic Israeli experiences that resonate with the broader public, El Al successfully redefined itself as a unapologetically Israeli brand—celebrating its identity rather than distancing itself from it.
carolina lemke berlin
The problem:
Carolina Lemke Berlin offers high-quality eyewear with exceptional standards, but the brand is primarily perceived as fashionable rather than recognized for the quality of its products.
The solution:
To raise awareness of the eyewear’s quality, we maintained the brand’s stylish image while integrating the well-known "princess and the pea" story. Our "prince" is so attentive to detail that he notices even the smallest imperfections in lenses, ultimately discovering the perfect pair. This narrative not only emphasizes the superior quality of the lenses but also connects the benefits of the eyewear in an engaging and relevant way that aligns with the brand’s ambassadors,
capturing the viewer's interest.
ikea
Insight:
Before IKEA arrived in Israel, Israeli homes looked completely different—and not in a good way.
Since its arrival, IKEA has become an integral part of Israeli culture, enhancing the design, efficiency, and quality of Israeli homes.
How to Present This in an Advertisement:
We frame IKEA’s arrival as a form of Aliyah (immigration to Israel). Just as Israel’s diverse cultures have blended traditions and strengths from different origins, IKEA has done the same for home design. The depiction of pre-IKEA homes evokes nostalgia and humor, resonating uniquely with Israelis. The "Swedish Aliyah" to home design showcases how seamlessly IKEA has become part of everyday Israeli life.
Maccabi healthcare services
The Problem:
Maccabi Healthcare Services is one of the largest health funds in Israel,
but it has one major issue—its name.
Hapoel fans refuse to join "Maccabi," and those who are already members
feel embarrassed and hide it.
The Solution:
We launched "The Red Plan" by Maccabi—branding a website, app, and
digital membership card in red, while censoring the name to M__i
to raise awareness and encourage Hapoel fans to join.
To strengthen the message, we brought legendary Hapoel players to openly admit on camera: even though they’re red at heart, they choose Maccabi for their health.
The campaign was a success, gaining traction in Hapoel fan communities and leading to a significant increase in new Maccabi members.
Domino's Pizza
The Challenge:
Domino’s launched a new pizza—Volcano, their most over-the-top creation yet.
So how do we announce this pizza and create awareness?
The Solution:
Maor Cohen, disguised as Danielle Amit- Israel’s top Instagram influencer for indulgent food,
took over her account. He erased all existing content
and uploaded himself as Danielle,
declaring that this pizza is so over-the-top
that every other food video ever posted isn’t even worthy in comparison.
The campaign generated massive PR buzz when Danielle’s entire Instagram page was mysteriously wiped without explanation.
Finally, the reveal created a viral moment and skyrocketing awareness of the Volcano pizza.
Domino's Pizza pt.2
The Challenge:
Following the launch of the Volcano pizza,
Domino’s introduced two new flavors of the Volcano Pizza.
After the viral success of the original, the goal was clear:
maintain high awareness and create another viral moment.
The Solution:
To highlight the fact that there are now three Volcano flavors, we launched a campaign featuring Noy & Hadar, the famous twin influencers known for their perfectly synchronized looks, speech, careers—even pregnancies.
The twist? We “revealed” that they had a long-lost triplet who had been hiding all this time.
Enter Maor Cohen, disguised as their fictional third sister.
While the three were identical in almost every way, they differed in one crucial thing—
each had a different favorite Volcano flavor.
The campaign generated massive engagement, sparked conversations, and gained many views.
Zikaron Basalon
(Fighting to Remember)
The Problem:
Ahead of the Holocaust Remembrance Day, we partnered with Zikaron Basalon,
an organization dedicated to keeping Holocaust survivors' stories relevant.
Their biggest challenge? Reaching younger audiences.
As survivors grow fewer each year, their stories risk fading away with them.
The Solution:
To engage the younger generation, we met them on their own turf—gaming.
We collaborated with Israel’s top gamers and leveraged a well-known gaming trend:
streamers playing WWII-themed games while reacting live on-screen.
But this time, the screen featured more than just the game and the gamer
it also featured Holocaust survivors.
As the game unfolded, survivors narrated their real-life experiences over the game’s visuals, creating a powerful, immersive storytelling experience.
When we launched the videos on YouTube Live during Holocaust Remembrance Day, they garnered massive viewership and engagement.
The campaign later went on to win six Cannes Lions—two Gold and four Bronze.
