The Insider Auction wasn’t your typical fundraiser — and it couldn’t look like one. With prize packages in a league of their own (think Rolex, Bitcoin portfolios, all-expenses-paid Israel trips), the visual language had to match the stakes.

The concept: a butler delivering an exclusive invitation to a sprawling rented mansion. Cinematic, intentional, and completely unlike anything the Jewish fundraising space had seen. Every frame was directed to feel like luxury editorial — not charity event.

On set, that meant controlling every detail: location, wardrobe, lighting approach, and talent direction to keep it grounded and cinematic rather than slick and cheesy. The photo shoot pulled from the same visual world, creating a cohesive campaign identity across both video and stills.

The result raised the bar for what a community auction could look and feel like — proof that mission-driven work doesn’t have to sacrifice production quality to make an impact.

Strategist: Mattie Holtzberg
Photographer: Estee Freidman
Videographer: Motty Berkowitz
Agency: Ptex Group