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‘Even though diversity is growing, the impulse of many is to protect the status quo.’
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Alma Har'el is an award-winning director whose work is known to blur the lines between documentary and fiction. She is also the founder of ‘Free the Bid’, a global initiative to reach gender balance amongst directors in the commercial industry.
Alma's work has been recognized around the globe, winning the top prize at the Tribeca Film Festival, and garnering widespread acclaim for feature film Honey Boy with Shia LaBeouf at the 2019 Sundance Film Festival. A native of Tel Aviv, Israel, she spoke to us about her view of life in Los Angeles and the importance of creative diversity.
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On where you’re from
On when you moved to America
On your relationship with LA
Scenes from 'Bombay Beach', winner Best World Documentary at the Tribeca Film Festival. Directed and Produced by Alma Har'el.
On how life in America influences your creativity
I met some of the most creative and hard-working people in the world since I moved here. People who have an umbilical connection to self expression and the ways in which it changes the world. They inspire me daily.
On seeing ‘Free the Bid’ being adopted globally
Enlightening, empowering, educating and intoxicating. Anyone who is not exposing himself to the work of women directors around the world is missing out on the biggest untapped pool of talent in the world. My mind is blown on a daily basis by the work we have on our database. We have 700 women directors and each one of them is there for a good reason, together with clips of her most updated work.
'I met some of the most creative and hard working people in the world since I moved here. People who have an umbilical connection to self expression and the ways in which it changes the world.'
On diversity in America’s creative community
I see it growing daily, but it needs protecting and it’s only the beginning. The other day a good friend said to me, ‘White men are hurting right now. We should get them more jobs.’ This is when still over 90% of content is directed by white men. So even though diversity is growing the impulse of many is to protect the status quo. We have to keep fighting on a daily basis to diversify the creative community.
On a great collaboration recently
I just finished filming my first scripted feature, Honey Boy, and I learned something from every woman and man who worked on this film.
Scenes from 'Thank you Mom' P&G commercial for the 2018 Winter Olympic Games. Directed by Alma Har'el. Creative agency Wieden + Kennedy Portland.
On creative inspiration
I head out to the desert. Same thing I did when I was living in Tel Aviv.
On something to do when you first move to LA
On a favorite LA neighborhood
'It's a curated place and it takes years to create your experience in it because there is no center and no obvious culture. Everything is kind of underground.'
On LA entertainment
LA is ‘execution dependent’. It’s a curated place and it takes years to create your experience in it because there is no center and no obvious culture. Everything is kind of underground. I would say that if you don’t know anyone in LA, your best shot is Sunsets.
On the best phrase that’s common in LA
On where your next flight is taking you
On window seat or aisle
On LA in one word
Non·de·script.
Alma Har'el.
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