Most famous for her award-winning films Bombay Beach and LoveTrue, Har’el creates narrative work that plunges deep into the heart of imagination and creates surreal, dream-like poetic meditations on life. Her wildly inventive approach to filmmaking produces genre-redefining work which is exceptional, fearless, and artistically blurs the line between documentary and fiction.
Born in Tel Aviv she began her film career as a photographer & video artist, mixing live video content for concerts which led to directing music videos. Filmmaker Magazine said her music video for Sigur Rós ‘FJÖGER PIANO’ starring Shia LaBeouf contains a "Truthful fusion of fantasy and reality" after naming her one of their 25 new faces of cinema.
Her documentary ‘Bombay Beach’ took top prize at Tribeca Film Festival in 2011, was nominated for the Indie Spirit awards and has been taught in several universities, including Harvard’s Sensory Ethnography Lab and NYU, as a genre redefining work. Her next feature, ‘LoveTrue’ premiered at Tribeca Film Festival to rapturous applause in April 2016, with Indiewire writing “LoveTrue confirms that Alma Har’el makes movies like nothing else out there.” Har’el’s next feature is ‘Honey Boy’ starring long-time collaborator Shia LaBeouf, Oscar nominated Lucas Harding and Noah Jupe.
Her commercial work for brands like Airbnb, Coca Cola and P&G captures real life from a magical yet realistic perspective, garnering numerous awards for her innovative style. Her short film ‘JellyWolf’ for Chanel was described as "The trippiest fashion film ever made" by Elle Magazine and won Clio, Tribeca X, D&AD and Ciclope awards.
In 2018 she became the second solo woman ever to have been nominated for the prestigious DGA Award for Outstanding Directorial Achievement: Best Commercial Director for her landmark P&G 'Thank You, Mom' Winter Olympics spot.
Alongside her directing career, Har’el is the founder of historic worldwide non-profit movement Free the Bid, launched in 2016 to address the gender imbalance among directors in the commercial industry. Since its launch, over 40 of the worlds biggest ad agencies have taken the pledge along with 10 major brands including HP, Visa, eBay, Twitter, Levi’s and Airbnb.
"Every once in a while, an artist comes along who changes the way we think about film. Alma Har'el is one of those." No Film School
"Alma Har'el has reinvented Documentary again!" The Guardian
"Har'el is an honest to goodness visionary!" Flavorwire
"A major new directorial talent!" Filmmaker Magazine