Yoash Foldesh.
Boring is boring.
Ideas / Strategy / Creative leadership
I find unexpected answers to business challenges and turn them into products, campaigns and experiences. I lead from the first idea through to launch, bringing strategy, creative and teams together.
Co-founder of Doozy Creative Lab. Previously CMO at Medflyt and VP Creative at Allenby Concept House. European Effie winner. AI guinea pig.
Selected clients & brands
Across in-house and agency leadership roles.
Selected work
Brand, product & AIMedflyt · 2019–2022
Caregiver satisfaction. Business growth.
Built U.S. marketing and led an in-app learning product. The client base approximately tripled in 2019–2021.
CMO & Head of CreativeView project
SodaStream · 2016–2018
Shame. With a way out.
Brand strategy and global campaign concepts to reposition SodaStream as a premium alternative to bottled drinks. European Effie Bronze.
Strategy, concepts & scripts · Allenby Concept HouseView project
AI Relationships · 2023–2026
New emotions. Invented by AI.
An award-winning experiment in AI and emotion, exhibited at the Haifa Museum of Art.
Co-creator · With Adi (Manko) FleisherView projectCorundum Neuroscience · 2025
Brain Spa.
A neuroscience Moonshot exploring how sleep, brain stimulation and cognitive training could support memory and cognitive health.
Concept development & evaluation · DoozyView project
Working Class · 2025
People at work.
I turned the pleasure of watching people work into an urban leisure format. A sold-out pilot with 25 creators and no paid media.
Creator & co-founder · With Portfolio MagazineView project
Spotify · 2018
Enough with that song!
Spotify’s Israeli launch campaign, in which artists challenged their own overplayed hits.
Creative direction · Allenby Concept HouseView project
Let’s do something
interesting together.
A product to develop, a campaign to create, or an interesting project to work on together.