Selected Work · 001

A partial record of the thinking.

These are engagements chosen for what they reveal about the practice. Each one sets out the context, the challenge, the strategic move, my role and what it left behind.

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01 · Platform Partnership · Public Engagement

Zikaron BaSalon × Waze

Meeting people inside a platform they already use every day.

Zikaron BaSalon × Waze

Context

Zikaron BaSalon is a global initiative preserving Holocaust memory through intimate, community-led gatherings in Israel and dozens of countries.

Challenge

As Holocaust Remembrance Day approached, the organisation needed to make nearby gatherings easier to discover and to encourage more people to take part.

Strategic move

I helped shape and lead a partnership that placed branded Zikaron BaSalon pins directly on the Waze map. Each pin represented a real gathering and allowed users to view details and register. The strategy was not to ask people to search for a gathering elsewhere, but to reach them inside an everyday digital habit.

My role

Shaped the strategic idea, led the partnership and its activation with the platform and the organisation's teams.

Outcome

The map became both a reminder and an accessible route into participation. The success of the format later supported similar collaborations with Moovit and easy, expanding both attendance and hosting opportunities.

The thinking

Discovery is a design problem before it is a promotion problem. Placing the invitation where attention already lives removes the step most people never take.

02 · Culture · Music · Creator Strategy

The Third Soundtrack - Vinyl and Creator Unboxing Campaign

Turning an existing musical project into a cultural object and a social moment.

Zikaron BaSalon

Context

The Third Soundtrack already existed as an album created with leading Israeli artists.

Challenge

The album needed to reach younger audiences and create a new form of attention around Holocaust memory before Remembrance Day.

Strategic move

I proposed releasing the album on vinyl, using the renewed cultural relevance of records to make the project tangible and desirable to a younger audience. I then developed and led a complete unboxing campaign for approximately 100 creators, artists and public figures.

The vinyl record
The personal story of a Holocaust survivor
An object symbolically connected to that story
A personal letter asking the recipient to continue sharing it

My role

Proposed the vinyl format, developed the campaign concept and led the creator programme end to end.

Outcome

A familiar creator-content format was transformed into an unexpected moment of remembrance. The campaign brought personal survivor stories into social feeds and encouraged large audiences to host or attend gatherings.

The thinking

A physical object asks for a different kind of attention than a feed does. The unboxing format was already understood; only its content had to change.

03 · Digital Storytelling · Memory Preservation

Create and Never Forget × TikTok

Giving creators the responsibility to become the voice of survivors who could no longer tell their own stories.

Zikaron BaSalon

Context

Previous editions of the campaign connected TikTok creators directly with living Holocaust survivors.

Challenge

As the survivor generation continued to disappear, the format needed to address a more urgent question: how can a story continue after its teller is gone?

Strategic move

I developed a new concept in which each creator received an envelope containing the story, photographs and materials of a survivor who had already passed away. The creator was asked to interpret the story in their own way and to promise to keep it alive through their platform.

My role

Developed the concept and led its translation into a creator programme.

Outcome

The campaign shifted creators from interviewers to active carriers of memory. Each story received a new voice, a new format and a new audience beyond the life of the original storyteller.

The thinking

Testimony survives when someone accepts responsibility for it. The format had to hand over that responsibility explicitly, not imply it.

04 · Leadership Development · Program Design

Shavot Ambassadors Program

Turning award recipients into an active leadership network.

Shavot

Context

Each year, teenage girls recognised through the Shavot Award entered the spotlight as inspiring individuals.

Challenge

The opportunity was to create a structured next step that would develop their abilities and connect them to one another.

Strategic move

I created and built the original Shavot Ambassadors Program.

Meetings with senior women from business, leadership and public life
Storytelling and public-speaking training
Soft-skills development
Initiative and project leadership
Networking among girls expected to lead the next generation
Media exposure and opportunities to serve as role models

My role

Created the programme from the beginning and led both its design and delivery.

Outcome

A one-time award became the entrance point to an ongoing leadership experience, peer network and ambassador community.

The thinking

Recognition is a beginning, not a conclusion. The programme was designed around what a girl does the year after the stage, not on it.

05 · Brand Partnership · Confidence and Resilience

Shavot × Dove - "For Myself"

Combining a commercial partnership with practical, strengthening content for teenage girls.

Shavot

Context

The partnership with Dove already existed.

Challenge

The opportunity was to turn it into a meaningful activation that went beyond product distribution and supported girls' confidence and emotional resilience.

Strategic move

Together with the team, I helped build the campaign format around curated boxes combining Dove products with educational and confidence-building content. The initiative was delivered through activities and seminars across Israel and later reached communities affected by the war.

Self-confidence activity cards
Inspiring female role models
Enrichment materials
Content designed to support resilience and positive self-image

My role

Helped build the activation format and shape its content with the team.

Outcome

The partnership became a practical content experience rather than a standard branded giveaway, providing girls with both tangible products and tools for confidence, resilience and self-belief.

The thinking

A partnership is only as good as what the recipient is left holding. The box had to be useful after the campaign ended.

06 · Memory · Technology · Artificial Intelligence

Interactive Holocaust Testimony Holograms

Using technology to allow historical testimony to remain present, personal and responsive.

Zikaron BaSalon × EyeFeelIt

Context

Many important survivor testimonies had been recorded decades earlier in poor technical quality.

Challenge

Most of the survivors were no longer alive, and the original recordings were often too long or difficult for contemporary audiences to engage with.

Strategic move

Working with EyeFeelIt, I helped shape a format that transformed archival testimony into a coherent, approximately 30-minute full-scale holographic experience. The installations were presented in multiple public locations, including the Israeli parliament.

Selecting and editing the testimony into a clear narrative
Improving the visual presentation
Creating a life-size holographic representation
Using artificial intelligence to allow audiences to ask questions
Generating answers based only on the survivor's full recorded testimony

My role

Helped shape the format and the way audiences meet the testimony.

Outcome

Survivors who were no longer alive could continue to tell their stories in their own voices. The project connected historical preservation with an interactive format designed for new generations.

The thinking

Technology earns its place here only if it stays inside the survivor's own words. The constraint is what makes the experience trustworthy.

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