Who knew Maria Mozart?

Israeli-American director Alma Har’el is founder of Free the Bid, that successfully encourages agencies and brands to work with female directors, to change visual cultural through the female gaze.

Today she launched Free the Work in Cannes to ‘increase the number of women, trans identifying, non-binary and underrepresented creators involved in all aspects of filmmaking‘ with this film. It’s not only good for variety, but also for business, said Marc Pritchard, Chief Brand Officer of Procter & Gamble, who interviewed her on stage and supports Alma’s cause.

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