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Hires, Wins & Business

B-Reel Films Signs Director Alma Har'el

B-Reel Films, 1 year, 8 months ago

Alma recently launched the #FreeTheBid initiative to address gender imbalance in advertising

B-Reel Films Signs Director Alma Har'el

B-Reel Films London has announced the signing of director Alma Har'el. The B-Reel group began operations in 1999 in Stockholm Sweden and currently has offices in the London, LA, NY, Stockholm, Barcelona and Berlin. In January 2016, Margo Mars joined the London office of B-Reel Films as MD and Partner, and has been focussed on growing its business and director roster ever since.

Alma Har'el has caused waves of excitement throughout the film industry with her latest feature film 'LoveTrue', which premiered at Tribeca Film Festival in April 2016, and won Best Documentary at Karlovy Vary. Har'el made a name for herself with a unique aesthetic evident in her debut film 'Bombay Beach', which won top prize at the 2011 Tribeca Film Festival. Her commercial work reinforces her effortless grasp of narrative, in particular her iconic Stella Artois spot, making her the first female director to direct a commercial for the Belgian Beer in its 20 year history of advertising.

'LoveTrue' will have its London premier at the BFI London Film Festival on October 8. The film has been selected for the Grierson Award and is part of the official programme. The Grierson Award in the Documentary Competition category recognises cinematic documentaries with integrity, originality and social or cultural significance.

'LoveTrue' is a non-fiction film offering a unique exploration of the challenges presented by love, and examining how our past and present experiences shape the decisions we make when the fantasy of true love is shattered. For 'LoveTrue' Har'el collaborated with Shia LaBeouf, an early supporter of her work since starring in the promo she directed for Sigur Ros 'Fjoger Piano'. LaBeouf is Executive Producer of 'LoveTrue'.

Born in Israel and based in New York, Har'el was selected as a Filmmaker 25 New Face of cinema, and the debut of 'TrueLove' at Tribeca prompted Indiewire to comment: "LoveTrue confirms that Alma Har'el makes movies like nothing else out there."

You can view some of Alma's work here.


This talented director is not only proving herself to be an aesthetic and cinematic game changer, but is also a force to be reckoned with in the advertising industry. Today Har'el announces #FreeTheBid, a groundbreaking initiative aimed at encouraging ad agencies to include female directors at the bidding stage for commercials. At the pitch stage, ad agencies traditionally present 3 directors per spot. Directors are presented by production companies based on the creative spec the agency provides, and statistics prove female directors are not included in the 3 director mix.

Alma Har'el teamed up with PJ Pereira, CCO and Co-Founder of Pereira & O'Dell, to address the deep-rooted gender bias embedded in the ad industry, and came up with #FreeTheBid, a pledge to advertising agencies to make 1 bid out of every 3 a female director. Women are the number one consumer group and make 85% of product purchase decisions, so why aren't more women directing the commercials addressed at them? Cultural misrepresentations and stereotyping of women and girls are reinforced through the predominantly male narrative presented in the majority of commercials. Women make up 50% of the world's population, yet only 7% of directors are women. #FreeTheBid aims to change this.

PJ Pereira describes #FreeTheBid as "A simple idea that would enforce the entire ecosystem to consider women directors." Agencies who have already taken the bid include; Mother, 180, FCB Global, DDB, Joan Agency and Phenomenon. will present the work of women directors from all production companies, alongside a selection of women directors who aren't signed. For more information and to support the initiative go to

Margo Mars, B-Reel Films MD commented: "B-Reel Films are thrilled to be working with Alma Har'el, a director of powerful creative work with a strong narrative and original voice. Her unique aesthetic makes her one of the new cinematic visionaries, and I'm sure she is only at the beginning of a long and successful career in Features, TV and commercials. Alongside her talent as a filmmaker, she is causing a stir in the advertising and production world, with her mission to #FreeTheBid for women directors, an initiative that promises to permeate wider culture and level the playing field for all creative talent to be considered equally. I’m so glad to be in a position with B-Reel Films to support and represent Hare’l and look forward to making more award winning work with her.”