SELECTED WORK / 02
YONA YAHAV
MAYORAL CAMPAIGN
I WASN'T HIRED BY THE CAMPAIGN.
FROM ~80 PEOPLE
A NIGHT
TO 150–200
EVERY TUESDAY.
UP TO ~300
ON THE BIG NIGHTS.
CREATIVE DIRECTION · MUSIC DIRECTION
COMMUNITY · CONTENT
THERE WASN'T EVEN A BRIEF.
HAIFA 2024
During Haifa's mayoral election, I started independently creating content around the two leading candidates - asking questions, meeting both of them and focusing on issues that mattered to young people in the city.
THEN I PICKED A SIDE.
HOW DO YOU MAKE
AN 80-YEAR-OLD POLITICIAN RELEVANT TO YOUNG PEOPLE?
DON'T MAKE HIM ACT YOUNG.
Young people didn't need Yona Yahav to behave like them. They needed a reason to believe he understood what mattered to them.
DON'T SAY IT.
PROVE IT.
IT STARTED WITH A QUESTION.
I wasn't trying to create campaign content.
I wanted to understand what each candidate actually had to offer young people in Haifa.
After meeting both candidates, I decided Yona Yahav was the candidate I wanted to support.
THERE WAS JUST ONE PROBLEM.
The campaign was already trying to reach younger voters.
But trying to make Yona act young only made the distance more obvious.
01 / THE GALA
SO WE PUT HIM
IN THE ROOM.
The day before the election, we brought Yona into a packed event built around Haifa's younger crowd.
01 / THE GALA
SO WE PUT HIM
IN THE ROOM.
The day before the election, we brought Yona into a packed event built around Haifa's younger crowd.
Getting him there wasn't obvious. The event overlapped with Shabbat, and there were concerns about how his appearance could be perceived by religious voters.
THEN THE ROOM
DID THE TALKING.
When Yona arrived, the response from the crowd made the connection visible.
02 / ELECTION DAY
BRING THE CAMPAIGN
INTO THEIR WORLD.
On election day, we turned the area outside a central polling station into a block party - using music and culture to make the campaign physically present in the world we were trying to reach.