admin| 19 Sep 2014| 0 comments
I was super excited to be commissioned again by “Redland London” to create the new ad campaign for their upcoming new line of awesome luggage.
Photo By

Redland London “Be Prepared for anything”

The previous campaign was all about the concept of “Go anywhere” with the new 4-wheel drive bags,
and was shot in the ramon crater in the desert- here in Israel
The new campaign was more about the durability of this new line of luggage, and the idea that it will help you "Be prepared for anything!"
I came up with the creative where our protagonist is bombarded with lemons from a tree, and yet is prepared with his stylized luggage to protect himself.
When life gives you lemons, make lemonade, or at least shield your head!
Check out the Video-

The Photoshoot-
As always, I opted for a small crew and practical effects, shooting Dvir using a softlighter and
A glorious sunrise as a backlight.
After the main shot was created we proceeded to shoot the various lemons, using high tech BBQ sticks
To get them into the various positions. Using an Ipad and Eyefi card I was able to monitor that
everything was going as planned and in the correct place.
I really love the result, combining a fun, surreal and eye catching image with some sexy colorful luggage.
Thanks to Sivan Mor Goldman for the Behind the scenes video!
on bench

Getting the lemons in place





More From the campaign…Photo By






RON_8370 RON_8883 RON_8910

Gear Used:

5d Mark 3

Canon 16-35L (Main image)

Canon 85 1.8

Canon 50 1.2

Think Tank TakeOff roller bag


Canon 580ex2




admin| 16 Apr 2012| 80 comments

surreal click to enter
Photo By

admin| 06 Mar 2012| 0 comments


There are many skills one needs to acquire to become a good photographer- knowledge of composition, exposure, focal length, understanding timing and human behavior.
But I have come to realize, that perhaps the MOST important skill of all is knowing how to choose which photos to show others.
Choosing the absolute best ‘take’ of a photo session, or that one photo from a whole day of shooting- is hard.
You need to be able to detach yourself from being the photographer who took or created those photos and become as objective of a critic as possible.
You need to be able to look at your own photos as if you are seeing them for the first time, and they aren’t yours at all. Some people simply ask other people to tell them what they think, because doing this is so difficult.
I feel that I have become pretty good at this, but there is always room for improvement.

I created this Image over the weekend, with my good friends Nic,Chan,Sivan and Lobo. Nic Jumped in the air many times, which left me with many options to choose from.

Things I took into account were angle, sharpness, lighting, facial expression, body language and that extra thing I Cant put my finger on.

Did I choose well? which take would you go with?

Behind the Scenes

(Also: sometimes you become a critic WHILE your shooting- don’t do that you will have time for that later..)

admin| 23 Apr 2011| 0 comments
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admin| 07 Apr 2010| 0 comments
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admin| 06 Feb 2010| 0 comments

shai birds ver 3 980

“The Box”- Image 15 of the “Surrealistic Pillow” Project.

Starring Shai and pigeons.

Making Of, Behind The Scenes:

Creating This Image was a lot of fun- we got up early in the morning and went to “Kikar Rabin” (Rabin Square), it was quite cold, but we had a job to do.


we brought some bread to get as many pigeons as possible in the shot, and got the frame ready.


we tried out different angles until one worked perfectly.

Shai did a few jumps and I tried to see if it was working out..

Timing was important, and so was the angle at which his hands and body were at.

Being The Cool Guy that he is, he kept jumping again and again, stopping only to have a drink of juice and a strange cracker-with-cream-cheese thing sivan had made.

(it was quite good). Turns out, its not that easy to jump and make it look like you are being carried away by a flock of birds- but then suddenly-

we got the shot.

_MG_7839 980

Shai Is the Bird King.