Alma Har’el's JellyWolf Makes Magic for CHANEL

BRF director Alma Har’el is behind CHANEL’s latest work, JellyWolf, which launched today on The Fifth Sense – an online platform between i-D and the brand to celebrate the work of creative women.

Considering Har’el launched #FreeTheBid last year – a movement aimed at providing more opportunities for female directors – she seems like the perfect fit for the dreamy spot, which visualises the journey of female self-discovery.

And with an all-female cast, including actress Kiersey Clemons as the lead, and the Ha Howa Ha Howa song contributed from fellow BRF director Natasha Khan, the spot does well to shine the spotlight on female creativity.

In the clip, the female protagonist enters what seems like a shaman’s den in a bid to escape the madness of the city and find her voice.

What follows is a series of neon-coloured, hallucinogenic visuals which reveal her destiny.

Har’el successfully mixes fantasy with reality although it remains unclear as to whether the protagonist is awake or in fact lucid dreaming, something that Har’el claims she herself can do.

“I can also lucid dream and to me that’s the ultimate directing challenge,” she says in an interview with the platform. “You need to think fast and direct the dream while not alarming your mind and causing yourself to wake up. You can do incredible things. You can turn emotions into liquid and taste them or make gender experiments on yourself. It feels very real. But the challenge on this project was to explain my logic and make it coherent in the context of The Fifth Sense.”