In every project I take on, and especially in my work with Maccabi Netanya Futsal, my focus is always the same: tell the story, highlight the people, and create something that feels real.
Because without people, without stories, sports lose their meaning. Wins and losses fade, but what stays is the emotion – the players behind the jerseys, the fans behind the screens, the moments that make it all worth showing up for. That’s the vision I bring to my work: content that’s built around why we care in the first place.
I led the full creative direction of Maccabi Netanya Futsal’s digital presence – from visual branding to daily content execution. This included developing a consistent graphic language across platforms, photographing matches and training sessions, editing highlight reels and matchday content, designing motion graphics and merchandise visuals, and overseeing our full-scale Media Day production. Every piece of content was tailored to connect with fans and bring the club’s energy to life on screen.
The strategy paid off – with major growth across platforms and real-world results. On TikTok, we doubled our follower count and passed 1 million total video views, reaching over 500,000 unique users. On Instagram, we boosted non-follower reach from 35% to 72%, leading to 7,000 new followers and a 12x overall growth. But beyond the metrics, our content helped bring more fans into the stadium week after week – building real connection, pride, and home-court energy.
We turned content into connection – building a brand bigger than the court. I initiated collaborations with the city’s football and basketball clubs, creating cross-sport content that celebrated local pride. Our joint posts with the Israel Football Association brought national attention to both the club and the sport, aligning with one of our core goals: raising awareness of futsal across Israel. But it wasn’t just partnerships that made the difference. The club’s consistent social presence, creative storytelling, and active community outreach positioned Maccabi Netanya as the face of Israeli futsal. The strongest proof? A growing fan base that didn’t just follow online – they showed up. Week after week, we filled the stands and created an atmosphere that reflected everything we built behind the scenes.
