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B-Reel Films Signs Director Alma Har’el For U.K. Representation
Alma Har'el
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B-Reel Films London has signed director Alma Har’el for representation in the U.K. She continues to be handled by Epoch Films for spots and branded content in the U.S. 

Har’el’s latest feature film LoveTrue premiered at Tribeca Film Festival in April 2016, and won Best Documentary at Karlovy Vary. Har’el made a name for herself with a unique aesthetic evident in her debut film Bombay Beach, which won top prize at the 2011 Tribeca Film Festival. Her commercial work reinforces her effortless grasp of narrative, in particular her iconic Stella Artois spot, making her the first female director to direct a commercial for the Belgian Beer in its 20 year history of advertising.

LoveTrue will have its London premiere at the BFI London Film Festival on October 8. The film has been selected for the Grierson Award and is part of the official program. The Grierson Award in the Documentary Competition category recognizes cinematic documentaries with integrity, originality and social or cultural significance. LoveTrue is a non-fiction film offering a unique exploration of the challenges presented by love, and examining how our past and present experiences shape the decisions we make when the fantasy of true love is shattered. For LoveTrue Har’el collaborated with Shia LaBeouf, an early supporter of her work since starring in the music video promo she directed for Sigur Ros, "Fjoger Piano." LaBeouf is executive producer of LoveTrue.

The B-Reel group began operations in 1999 in Stockholm Sweden and currently has offices in the London, L.A., NY, Stockholm, Barcelona and Berlin. In January 2016, Margo Mars joined the London office of B-Reel Films as managing director and partner, and has been focused on growing its business and director roster ever since.

While she has made strides as an individual filmmaker, Har’el is also looking to help benefit the collective body of women directors by launching Free The Bid (see separate story), an initiative designed to put female directors more consistently in the running for commercials and branded content projects. A Free The Bid website (click here) has been activated with information on the program which calls for agencies to bid a woman director on every ad assignment. Several agencies have already pledged to do just that, including FCB Global, DDB North America, BBDO North America, McCann New York, JWT, Leo Burnett, Pereira & O’Dell, Mother, Joan, Phenomenon and 180LA.

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