guy
magal

tech & ai creative director
scroll · 01 / 06
02 / about
// the cv. the part hr asks about.
nameguy magal
titletech & ai creative director
basedtel aviv ↔ remote
years38 on this planet. 9 in advertising. 0.5 with my baby girl berry.
outputcreative, brand, strategy, 360 campaigns, ai workflows, ai narrations, the occasional dad joke.

// credentials

  • · golden drum
  • · new york festivals advertising awards
  • · adage
  • · creative director, idf spokesperson
  • · guest lecturer, tel aviv university
  • · once replaced a kitchen tap by myself

// go-to stack

  • · brains: claude, gemini
  • · eyes: weavy, seedance, kling, veo, runway, nano banana
  • · voice: elevenlabs, suno
// the truth. the part nobody asks about.

the plan was to become a special agent. instead, i found myself on the fast lane to a gray lawyer's life.

luckily, i discovered a more interesting way to get inside people's heads.

creativity.

today i help tech brands say something real — with work that moves needles and solves actual business problems.

every brief is a startup.
04 / expertise · brain scan
// right hemisphere — analytical scan 001 · ok

numbers
don't
lie.

ai tools & orchestration01
prompt engineering02
data & performance creative03
automation pipelines04
technical art direction05
media systems thinking06
// left hemisphere — creative scan 002 · chaos

but they
never
make me cry.

brand strategy07
creative direction08
storytelling & scripts09
campaign thinking10
content & copy11
humor (the load-bearing kind)12
activity: high · noise: low · billable
activity: erratic · noise: glorious · also billable
03 / selected work

work that
did the work.

01
campaign — case study
etoro · fr
parlez cash
talk money
campaign view campaign →
02
campaign — case study
etoro · eurosport
see investors
everywhere
campaign view campaign →
03
campaign — case study
etoro · eurosport
be the investor
you want to be.
campaign view campaign →
04
campaign — case study
etoro · performance
what's next?
campaign view campaign →
05
campaign — case study
etoro · academy
we work hard
so you can
invest better.
campaign view campaign →
06
campaign — case study
etoro · performance
dividends explained
with… well, cakes.
campaign view campaign →
07
campaign — case study
teperberg winery · mccann
media hacking
wine advertising.
campaign view campaign →
08
campaign — case study
nestlé · mccann
on the inside
we're all the same.
campaign view campaign →
09
campaign — case study
unilever · mccann
the power
of clothes.
campaign view campaign →
10
campaign — case study
kimberly-clark · mccann
at our place??
campaign view campaign →
11
campaign — case study
teperberg winery · mccann
the reconnecting
family box.
campaign view campaign →
12
campaign — case study
kimberly-clark · mccann
the experts.
campaign view campaign →
05 / creative nuggets · loose thoughts, firmly held

opinions,
undercooked.

small theories i argue with myself about. sometimes on a podcast. mostly on a balcony.
№ 001
the ratio in the advertising industry is 100 to 1.

for every 100 ideas, 1 will actually see daylight — and it won't necessarily be the best one. just the one that survived the long, exhausting journey of execution.
// on the ratio
№ 002
ai didn't kill the brief.
it just made the bad ones obvious in 3 seconds instead of 3 weeks.
// on briefs
№ 003
prompt engineering is just copywriting with a god complex.
// on prompts
№ 004
if the model loves your idea on the first try, the idea is the model's. write a worse prompt.
// on craft
№ 005
a/b testing is what we do when we're scared. taste is what we do when we're paid for it.
// on taste
№ 006
"viral" is a metric for clients who haven't decided what they want yet.
// on metrics
№ 007
the best ai work doesn't look like ai. it looks like someone finally had time to think.
// on tools
№ 008
every great ad is a fight you almost lost. every bad one is a meeting you definitely attended.
// on process
06 / reach out

let's make
something worth noticing.

// email — the slow one hi@guymagal.com // linkedin — the polite one /in/guymagal →