From the beginning (i.e. the '90s), Ma'ayanot has been at the forefront of producing women leaders. They occupy a unique space in the Jewish community; Ma'ayanot is one of the only MO high schools providing girls with a single-gender education.
What being at an all-girls school means is that every leadership opportunity is going to a female.
When coming up with concepts, we try to look at the wide expanse of our clients' offerings, and focus in on what matters to their prospective students, what makes them unique among Jewish high schools.
Every girl gets the opportunity at Ma'ayanot to shine, and to lead. This was a major point that parents and students reflected in the surveys we conducted. This is what we want to emphasize in the film.
While the imagery we drew upon for this film was based on superheroes, the real-life inspiration was the women who run Ma'ayanot themselves. It is a school for women, run by women. These are women who run a huge institution - one that has grown tremendously in our years working with them - who also run families, are talmidot chachamot, and host the students for Shabbat meals. This is the kind of role model that every high school girl needs today.
.It's our job to bring a client's inner strengths to the visual world with more subtle hints - sometimes visceral, like portraits in slo-mo - and sometimes more literal, like with a voiceover about captains. With our more conceptual work, instead of listing the details Ma'ayanot's extra-curricular offerings, we hope to give a wider, more "meta" view showing how the school and its tremendous resources and opportunities help girls shine, and gives them leadership opportunities so that they can lead us into the future.