Earlier this year, Alma Har’el directed an original, playful and visually lush campaign for Coach, starring Hollywood favourite, Charles Melton. The campaign was shot in Copenhagen with local production by Scandinavian production house, Bacon. It became the beginning of a relationship that is now being formalised as the filmmaker joins Bacon’s commercial roster for Scandinavian representation.
Alma Har’el’s commercial reel is packed with beautiful spots for clients such as Airbnb and P&G and her narrative work includes projects like the 2019 feature Honey Boy and the highly acclaimed new Apple TV+ thriller series Lady in the Lake starring Academy Award winner, Natalie Portman. She has won Sundance’s Special Jury Prize for Vision and Craft as well as the Directors Guild of America’s Award for Outstanding Directorial Achievement in a First-Time Feature, and she was the first woman in DGA history to receive nominations in both commercial and narrative directing categories.
“We have admired Alma’s work for a long time, and working together earlier this year, we felt a kinship in our approach to filmmaking and ambition to create,” stated Bacon COO, Samuel Cantor. “Alma has a unique talent of giving all her work purpose and making it truthful. You always believe the stories she tells. And you feel them. Paired with some of the great creative projects out of Scandinavia, that’s a really powerful combo.”
The move means that Alma Har’el is now available for commercial work in all Scandinavia through Bacon’s offices in Copenhagen, Stockholm and Oslo.
“Let’s bring in the Bacon! I couldn’t be happier to join them in Scandinavia. Filming the Coach spot together was one of the smoothest days I’ve ever had on set, and I look forward to keeping it going with style, humor, and heart. I’ve long admired the fearless, inventive spirit that runs through all their work. Skål,” Alma Har’el stated.
Beyond her directing work, Alma Har’el is the founder of FREE THE WORK, a nonprofit organisation and talent discovery platform for underrepresented creators in media, film, and advertising. The initiative has changed practices in bidding and hiring and helped create opportunities in an otherwise structurally closed industry.
