Here is an example of another creative campaign I did with Nefesh B’Nefesh.
The theme we wanted to convey was you can “Make yourself at home” in Israel. Hillel Hurwitz, our excellent marketing director, developed the concept of a couch placed outdoors with people doing their thing, feeling relaxed and at home in the countries parks, streets, and marketplaces.
The inspiration behind the shoot was the iconic scene from the opening credits of Friends, where they are all crowded together on once couch. The original sequence also had the six actors inside a fountain, we went more conservative and had four people in front of it.
It was a tremendous logistical feat, to photograph six locations in one day – three in Jerusalem and three in Tel Aviv, but it was also a lot of fun.
I accompanied our amazing photographer, Michael Alvarez Peryere, to all six spots, schlepping around the couch (which we took from our company offices), coordinated the shoots with the principles we were photographing, and helped direct the last shoot in front of the iconic Dizengoff fountain. (At a certain point, the thing started rotating and spewing a jet of fire straight into the air, to the sound of classical music. Pretty insane! Move over Las Vegas!)
The final images were converted into print and banner ads, and were used to decorate their website for their yearly “Mega” conference held throughout the US and Canada. I am known for not being able to get in front of a camera without striking ridiculous(ly awesome) poses, and this day was no exception.
I walked away with two more specimens for my collection:
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