Alma Har’el, award-winning filmmaker and founder of Free The Bid, is an unconventional storyteller with quite the story to tell. “Free the Bid was started in my kitchen, as a 501c3 non-profit advocating on behalf of women directors for equal opportunities to bid on commercial jobs in advertising,” she revealed in a recent interview. “I wanted to break the power structure that has kept women out of the business for decades.” Har’el, who will be inducted into the Hall of Diversity at the annual Advancing Diversity Honors on January 9 at CES, started Free The Bid in 2016 by asking agencies and brands to take the pledge to promise to include a woman director on any triple-bid commercial project as women were systematically excluded in the past. In turn, she would provide them with a robust and curated database of qualified women filmmakers to consider in the bidding process.
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