August 08, 2018

Five Questions with Yael Braha: Multimedia Director at Moment Factory

Yael Braha first realized she needed to be in a creative field when she was a teenager. “I saw an animated logo of an upcoming Ice Skating World Championship, pointed at it, and said, ‘I want to do that!’” Ever since, she has been pushing the boundaries of art, science, and technology within entertainment.

Today Yael is a Multimedia Director at Moment Factory, a multimedia entertainment studio that immerses audiences in amazing environments at concerts, flagship stores, and public spaces.

Yael has a background in design, filmmaking, fabrication, electronics, and coding, all of which she incorporates into immersive experiences, interactive installations, media walls, and projection mapping shows. Her work has been recognized with a Communication Arts Award of Excellence, two Webby Awards, and two Apex Awards.

This coming January, Yael will be immersing us in her wisdom and experience when she joins us as a speaker at the In/Visible Talks conference.

What is your relationship to the creative process?

“The creative process can be compared to the experience of climbing a mountain. You start with a leisurely stroll. The forest is gorgeous, with its trees, light rays, otherworldly sounds and mystic scents. You snack on a wild fruits you find on the way and maybe even sing a song. But the trail soon turns to be quite impervious as an uphill path unfolds in front of you. You begin to climb. You realize you have the wrong shoes, but you continue. Did you bring enough water? You look around and find a gorgeous stream. You stop for a breather. It starts to get dark, and the sounds you hear are not so magical anymore. You continue. You climb on rocks, on all fours. You begin to question if you’re strong enough. Your friend gives you a push to help you up, and then…you reach the top. And all of a sudden you’re not so hungry or thirsty and your muscles don’t hurt anymore. The trail was a memorable adventure, and the view is just… magnificent.”

How or where to you find inspiration?

“My main sources of inspiration are nature and travel. Being immersed in nature stimulates all my senses and regenerates me. I love going camping, being surrounded by animals and nature, taking the time to ‘just be’, observing patterns, capturing moments, smelling the air. Travel in unknown and foreign countries is also a source of inspiration. I love experiencing different cultures, observing the curious habits of day-to-day life, appreciating local music, and especially perusing local food markets!”

What was one of your biggest creative challenges?

“Working on an immersive and interactive experience that spanned three floors of a subway station under construction. It was an ambitious project, which inevitably evolved over time due to the nature of the location. The result was outstanding even though right after the launch I felt like five years of my life went by in just the one month-long installation!”

Who is one of your heroes and why?

“My mother, Deny. In Italy, during her generation, women had been struggling to detach from their acquired family roles and to actually be accepted and recognized in their professional fields. Despite the countless social obstacles, Deny became a lawyer, then flourished by becoming a journalist, illustrator, and published book writer. Deny was also a delightful mother. While I was growing up, she infused in me a love for nature and animals. She enabled me to ‘see’ and experience life through a kaleidoscope of creativity, love, and compassion.”

What drives you to create?

“The drive to create is an innate force that needs to be fostered and fed on a daily basis, no matter what. It resonates not only in the profession, but also in the day-to-day way of being.”

BONUS ROUND: What’s on your current playlist?

“Rival Consoles, the Barr Brothers,Ólafur Arnalds, Sigur Rós, Nils Frahm, Trentemøller, Andy Stott, Fever Ray, Max Richter, Chapelier Fou, Tom Waits, Nick Cave & The Bad Seeds, Coil, Interpol, Tinariwen, Murcof, Moderat, Apparat, Darkside, and more….”