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Alma Har’el joins Bacon
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After collaborating on a recent Coach campaign, the visionary filmmaker joins Bacon’s commercial roster for Scandinavian representation.
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, which became the beginning of a relationship that is now being formalised as the visionary filmmaker joins Bacon’s commercial roster for Scandinavian representation.
Har’el’s work and accolades speak for themselves. Her commercial reel is packed with beautiful spots for clients like 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,” says Bacon COO Samuel Cantor, adding: “Alma has a unique talent of giving all of 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 Har’el is now available for commercial work in all of 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, humour, and heart. I’ve long admired the fearless, inventive spirit that runs through all their work. Skål!” says Har’el.
Beyond her directing work, 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.
