Elbit
Elbit had a retention problem: keeping the people who build the technology. For a year, we ran their employer-branding creative — and our brief was unusual. Take Elbit's defense technology out of the field and weave it into the everyday life of an Elbit employee. The work peaked with a match-making experience in total darkness, where couples decided whether to keep going using Elbit's own night-vision gear.
Elbit is one of the country's defense-technology giants, and one of its quieter challenges was employee retention — keeping the talent that builds the tech. That's what we were brought in to address. For a year I worked as part of a two-person creative team responsible for Elbit's employer branding, owning everything from concept to graphic language to full execution.The through-line across every brief was the same: take Elbit's technology out of its operational context and fold it into the ordinary moments of an employee's life. One project was an enrichment kit for employees who are parents — built for the day each year when parents are invited to speak at their kids' school. The kit included an age-tailored presentation, games, and activities, all integrated with Elbit's real technologies: vision systems, a drone, the works. A defense company's tools, reframed as something a child would find magical.The standout was the finale. At the Tel Aviv Single Run, we built a fully branded pavilion at the finish area — wrapped end to end in Elbit's visual language as a "match-tech" experience staged in total darkness, riding the dark-dating reality format that was everywhere in Israel at the time. Couples registered, entered a guided encounter in complete blackout, and reached the moment of decision: keep going or not. The reveal came through Elbit's night-vision equipment — and only if both people chose to use it and look did they unlock a voucher for the festival outside, to take the date into the light.From idea to graphic system to execution, the whole thing was ours to build.