Sof Ha Kesem

SENIOR COPYWRITER AND FILM DIRECTOR. I help company owners humanise their brands by telling authentic, immersive stories that inspire, entertain and educate us.

Shiona and I took on a music video project with a difference – the lyrics were in Hebrew. After a meeting with director Keren Ghitis in May 2013 I briefed Shiona on the project. Shiona produced a rough cut which I oversaw, then Keren stepped in to work closely with Shiona.

Mid May I put Keren in touch with Malcom at Crystal Light for a grade, which remained true to the tobacco colours of the Israeli setting while bringing out the blacks and reds to create a magical little film.

Even if you can’t get the Hebrew language the tune is far catchier than most Western pop songs.