✦ Creative Director & Brand Manager

Ideas
that sell.

Scroll down. You'll get the idea.

See the work ↓ Say hello
I
No need to bend your neck. It'll spin back.
Creative Direction✦ Brand Management✦ Strategy✦ Storytelling✦ Social Content✦ Copywriting✦ Tone of Voice✦ Concept Development✦ Scriptwriting✦ Campaigns✦ Planning to scroll?✦ It gets kind of repetitive from here.✦ Creative Direction✦ Brand Management✦ Strategy✦ Storytelling✦ Social Content✦ Copywriting✦ Tone of Voice✦ Concept Development✦ Scriptwriting✦ Campaigns✦ Planning to scroll?✦ It gets kind of repetitive from here.✦

✦ Showreel

My finest
work.

(Also known as: the files I managed to find.)

Hard Day, Soft Nappy

Huggies · TV Commercial

Golden Drum Winner

Hard Day, Soft Nappy

Not sure you remember, but being a baby was hard. Good thing the diapers weren't.

▶ Watch
Just Like Your Wife

Volvo · TV Commercial

Just Like Your Wife

The new S80 spots risks before they happen and lets you know. Sound familiar?

▶ Watch
McShawarma

McDonald's · TV Commercial

Golden Cactus Winner

McShawarma

A McDonald's take on Pulp Fiction's iconic Royale with Cheese scene.

▶ Watch
Drugs Will Wipe You Out

Maccabee Beer · TV Commercial

Golden Drum Winner

Drugs Will Wipe You Out

Mr. Linea lived on a line until he decided to snort it. Choose your hobbies wisely. Drink beer.

▶ Watch
It's Not Gonna Be Easy

Afeka College · Campaign

It's Not Gonna Be Easy

For an engineering college's open day, the date and phone number were replaced with equations candidates had to solve to get the details.

▶ Watch
Garage Gym Billboard

Garage Gym · Outdoor

A Corner Billboard.

A billboard on a corner isn't a problem. It's an opportunity.

Down, Boy.

Nikol · Product Innovation

Golden Cactus Winner

Down, Boy.

Men leave the seat up. Women want it down. So we invented BeePee: the world's first toilet seat sensor that beeps and texts him when he forgets. Made for a cleaning brand.

▶ Watch
Eat Tuna, Not Us

StarKist · TV Commercial

Eat Tuna, Not Us

A cow and a chicken host a tuna cooking show, encouraging people to choose tuna over... them. One of 3 ads that drove traffic to a tuna recipe site.

▶ Watch
TopAudio

TopAudio · Print

The Clearest Sound.

Just a cotton swab that somehow makes you want better speakers.

Save Yourselves.

Israel Nature & Parks Authority · Campaign

Golden Cactus Winner

Save Yourselves.

We asked turtles, eagles and ibexes to save themselves. Turns out they can't read. So saving endangered species stays our responsibility.

▶ Watch
100%, Pineapple

Dole · Digital Campaign

100%, Pineapple

A pineapple talks nonsense across 7 ads and always gets the same reply: "100%, Pineapple." Which basically means: "Whatever, pineapple."

▶ Watch
Thank the Greeks.

Yoplait · TV Commercial

Thank the Greeks.

Right after inventing yogurt, the Greeks needed a spoon and accidentally invented democracy, philosophy, and the marathon.

▶ Watch
Double the Fruit

Yoplait · TV Commercial

Double the Fruit

A yogurt with twice the fruit of Costa Rica. And if I'm wrong, may this sentence get cut before I reach its endin...

▶ Watch
It's Us or Them

Smooze · TV Commercial

It's Us or Them

150 people a year are killed by falling coconuts, so making juice out of them is self-defense.

▶ Watch

✦ Brand Work

10bet

6 years of brand management don't fit on one page. There was also a lot of:

Global Tone of Voice Localization Strategy Influencer Management CRM Street Activations Communication Direction
Warm Up Your Fingers

10bet · TV Campaign

Warm Up Your Fingers.

One of four ads created for 10bet's South Africa launch campaign, later adapted for the UK.

▶ Watch
Jackpot

Jackpot.

▶ Watch
10/10 Raffle

10/10 Raffle.

▶ Watch
Boda Boda

Boda Boda.

▶ Watch

10bet · Social Series

10 Words.

10bet's sports dictionary. Every definition, exactly 10 words. There are tens more, but you get the vibe.

Premier League England Poland Super Bowl
Transfer Window Giannis Champions League VAR
The Man Who Saw It All

10bet · World Cup Campaign

The Man Who Saw It All.

When a guy who's seen every World Cup since Uruguay 1930 says this is the best one ever, you believe him. Even though you shouldn't, because he's just an actor.

▶ Watch
In a Nutshell

In a Nutshell.

▶ Watch
Jump Carefully

Jump Carefully.

▶ Watch

10bet · Social Series

Data, Designed.

Bettors need data, but plain numbers are boring. I created hundreds of these, but you haven't even reached the About section yet, so six will do.

Usyk v Fury Alcaraz v Djokovic Leeds lead Arsenal win percentage Title holders in the shadows La Liga offside leaders
10bet Corporate Site

10bet · Corporate Website

For the Bettor.

Since owning 10bet UK, Sweden, Mexico and occasionally South Africa didn't feel intense enough, I also created a corporate site, for partners and investors.

↗ Visit Site

10bet · Safer Gambling

Play Responsibly.

We could've just written "please gamble responsibly." But where's the fun in that.

Don't let it get out of hand
All families deserve quality time
Q&A
We go offline. You better do too.

On Safer Gambling Week, I took 10bet offline for 90 minutes. Bettors landed on a page that said: even betting sites need a break. Take one too.

✦ About

Someone
tell HR
to stop looking.

Creative Direction Brand Management Tone of Voice Content & Copy Relatively Smart Sometimes Funny

I've made the ads. I've also approved them.

I'm Irmi Nir. Twenty years as a Creative Director. Concepts, campaigns, and the kind of work that makes people stop and feel something. And by feel, I mean feel they want to open their wallets.

Then I crossed the line. Six years as Global Brand Manager for an international sports betting and casino brand. Where besides the TV spots, print ads and social campaigns, I owned every touchpoint the brand had: tone of voice, CRM, UI/UX… From strategy down to the last word in a newsletter.

Most creatives think like creatives. Most brand managers think like brand managers. I've done both long enough to think like neither, and both at once.

The magician and the mechanic. Same person. One invoice.

25+
Years
200+
Campaigns
89
Kilos

Let's make
big things.

iiirmi@yahoo.com +359 888 031 809