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Tool Signs Alma Har’el

Tool has added to its growing stable of diverse live action directors with the signing of this year’s Tribeca Film Festival award-winner Alma Har’el. The versatile talent will bring her unique perspective and dynamic personality to commercials and music videos.

Har’el is best known for the documentary

Bombay Beach

, which took the top prize at Tribeca in 2011. A distillation of Har’el’s fearless style, the film is an unadulterated portrait of the human spirit as seen through the lives of three protagonists in the impoverished southern California community.

The director’s work on the acclaimed Beirut music video for

Elephant Gun

, an eclectic marriage of whimsical performance art and youthful celebration, earned a VMA nomination for Best Directorial Debut, Best Directorial Debut at the MVPA awards, Special Honorary Mention at the Sheffield Doc/Fest, a place on’s Top 50 music videos of the year, and a mention on

Paste Magazine’s

Top 50 Videos of the Decade. She also earned a UK Music Video Award nomination for Best Indie Rock Video for her work with Jack Penate. Other notable works in this realm include Bajofondo Tango Club’s

Pa Bailar

, a bit of choreographed satire charged with ambiguous sexual tension and building to an ironic coda.

Tool EP Brian Latt notes, “Alma has proven that she is an emotive and uplifting storyteller. She has a magical, almost otherworldly quality to her filmmaking. Her scene composition is like visual poetry.”

On joining Tool, Alma adds, “Tool is one of the best kept secrets in the entertainment world. They don’t sign a lot of directors but the ones they do are a part of something very special. Both creatively and personally they care about the important stuff and are not playing games… They have direction and a clear plan.”

Har’el was born in Tel Aviv, where she began her film career as a video artist, mixing live video content for concerts around Europe.

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About Tool

Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.

More info: TRUST 646 452 3388 (NY) 310 451 5153 (LA)