ALMA HAR’EL

Alma Har’el is an award‑winning filmmaker celebrated for her genre‑blurring work that fuses documentary and narrative with poetic intimacy. She made her narrative feature debut with Honey Boy, written by and starring Shia LaBeouf. The film won the Sundance Special Jury Prize for Vision and Craft and earned Har’el the DGA Award for Outstanding Directorial Achievement in a First‑Time Feature—making her the first woman in DGA history nominated in both commercial and narrative directing categories.

She is the creator, writer, and director of Lady in the Lake, the limited series starring Natalie Portman and Moses Ingram, now streaming on Apple TV+. Har’el directed every episode, further expanding her reach into television after an eclectic body of work spanning music videos, film and advertising.

Her commercial portfolio includes standout campaigns like Airbnb's first two campaigns, Coca‑Cola’s Super Bowl ad “The Wonder of Us,” and P&G’s Olympics spot “Thank You, Mom” (DGA‑nominated). Her short film JellyWolf for Chanel x i‑D—an inventive blend of sci‑fi, feminism, and fragrance—won accolades from Clio, Tribeca X, D&AD, and Ciclope.

In June 2025, Har’el wrote and directed a campy, thriller‑inspired mini‑film for Coach’s Not Just for Walking campaign—“Soho Sneaker”—starring Charles Melton. The campaign playfully channels paranoia and spontaneity as Melton evades paparazzi while memorizing lines. Har’el embraced improvisation, trusting Melton to explore fear and humor in real time—an exercise she called a “freefall” and an opportunity to laugh. 

A pioneer in championing equity in media, Har’el founded FREE THE WORK, a nonprofit initiative that reshaped advertising’s bidding process and drove inclusive hiring practices across 180 countries.

Under her Jellywolf banner and in partnership with P&G Studios, she conceived and launched TIME’s 100 Women of the Year project in 2020—now an annual global franchise—and continues to direct bold, visionary work across film, television, and branded content.