Art director

Hi, I'm Avi, a Lead Product Designer and Art Director based in San Francisco, CA. I am currently working for Netflix. I love looking for new ways to solve problems and bring ideas to life while creating an enjoyable and delightful experience for users worldwide. I focus mainly on user experience and believe in the power of excellent visual design and adding a sense of humanity to technology.I'm passionate about art, design, tech, community, music and entertainment, and all the places they intersect.
A presentation with more recent work will be sent by request. 

What do I do?

I graduated with Honors in communication design from Bezalel Academy of Arts and Design in Jerusalem, Israel.

In 2011, I co-founded the Ui-Ux and branding studio 42Lions with my colleague Adar Rom. Our studio collaborated with Tel-Avivian start-ups as well as major corporations including Microsoft and Samsung. In 2014, we were recruited by Samsung and moved our studio to San Francisco.

At Samsung, I led the design and development team for several projects including the the family hub, and presented Samsung’s acclaimed product at CES in 2016. Concurrently, I worked on branding, marketing and illustration projects for several non-profits, San Francisco-based music and art festivals and personal projects.

In early 2017, I began working for Essential, a start up headed by Andy Rubin (the founder of Android), based in Palo Alto, CA. My primary role is leading the visual design team for current and future products. Additionally, I serve as an advisor contributing to the marketing team, website design and online commerce.

My varied side projects include ongoing branding and visual design work for non-for-profit organizations, leading the branding, graphic and interior design of a new coffee shop and restaurant in San Francisco, Illustrating band and festival posters, contributing as the lead visual designer for a health care tech company and producing and creating music.

I’m extremely passionate about my work, about branding and User experience , constantly learning new things and collaborating with other creatives.


Creativebloq   "Beautiful illustrations are at the heart of this musical storytelling app"
Remake   Master Works of Art Reimagined, Chronicle Books
Fifty by Seventy   (HE)
Portfolio    "An Outstanding illustrated interactive experience" (HE)
AIGA Eye on Design "Why are designers obsessed with tufting?

Let's Talk

I'm currently at Netflix working on new and exciting projects and always happy to talk about anything. Interesting projects, the meaning of life, new opportunities, or weird YouTube videos.