Co Founder & Creative Director at Sentier Coffee Roasters (2026 – Present)
- Developed the company's complete brand identity in-house, including logo, color system, typography, and packaging design, without the use of an agency or external designer.
- Illustrated a unique mascot for each coffee origin, giving the product line instant recognition on shelf and online.
- Direct all photo and video production, from studio product imagery to vertical ad creative for paid social.
- Plan and manage Meta ad campaigns for DTC sales and wholesale lead generation.
- Define the voice and aesthetic across Instagram, TikTok, Facebook, email and SMS, guided by a quarterly content calendar.
- Fabricated a custom mobile espresso cart that carries the company's look into events and pop-ups.
- Lead wholesale partnerships and run the Shopify storefront.
Founder, Lead Photographer & Videographer at Re-Capture (2022 – 2026)
- Grew a production company from launch to 40+ B2B clients, including hotels, architects, interior designers, developers, contractors, and real estate agencies.
- Served as lead photographer for major Israeli companies, working directly with CEOs and executive teams.
- Specialize in architecture, interiors and high-end product imagery, handling every stage from pre-production and lighting through retouching, editing and color grading.
- Managed a team of photographers, assigning shoots and reviewing all work before client delivery.
- Wrote, directed, lit and shot a limited-series cooking show, guiding on-camera talent including celebrity guests.
- Planned and executed multi-day international productions.
- Delivered complete project portfolios on tight deadlines for marketing, property listings, billboard, and design publications.
- Developed social media content calendars for clients to accompany their photo and video assets.
Creative Director, Photographer & Videographer at Anglo Saxon Real Estate (2020 – 2021)
- Produced listing photography, video tours and agent profile videos for residential properties.
- Scheduled each shoot around the property's orientation and natural light, staging rooms for clean, market-ready compositions.
- Designed print advertising and flyers to support property marketing.
- Managed Instagram and Facebook for the Pardes Hana branch.
- Named Discovery of the Year, 2020.
Photojournalist & Photo Team Lead at Israel Defense Forces, Spokesperson's Unit (2016 – 2019)
- Published 270+ photo and video pieces in national media, including Channels 11, 12 and 13, Times of Israel, Jerusalem Post, Mako and Walla.
- Led a team of photographers covering large-scale field exercises, coordinating coverage directly with senior commanders.
- Delivered news-ready images and video on tight deadlines under fast-changing field conditions.
- Received the Chief of Staff Award, 2018.
