At the beginning of the war I joined BrightMind as the Head of Design and Creative. BrightMind is an organization focused on promoting Israeli influence and awareness in social networks. Alongside Ella Kenan, Dani Buller, and others, we worked on social media to promote the Israeli narrative and counter antisemitic and false content about Israel. In the first year of the war, we achieved over 500 million impressions on social media.
Challenge
To simply and virally illustrate the conflict between the axis of terror and the democratic axis.
Solution
We used imagery from the world of sports. Not only did the posts reach tens of millions of views, but they also sparked a trend of using football and sports to depict the conflict.
Challenge
To illustrate the horrific massacre of October 7th to the world.
Solution
On October 8th, we created the phrase "Hamas is ISIS," which resonated globally and raised awareness of the massacre by drawing a comparison to the murderous terrorist organization.
Challenge
To find partners in the fight to amplify our messages.
Solution
We formed alliances with countries, cultures, and communities that support us or share a common adversary—radical Islam. These alliances included collaborations on social media and the creation of physical and digital communities with hundreds of thousands of members worldwide.
Throughout this year, we faced many more conceptual and design challenges. To view all the posts I designed, visit my X page.
