Yoash Foldesh.

Boring is boring.

Find the possibility. Make it happen.

Yoash Foldesh

I spot possibilities in business challenges and turn them into something people can use, experience or act on. Products, campaigns, cultural ventures. I also help companies evolve their offer, explore new opportunities or pivot as AI changes their market. I bring strategy, creative and teams together to take an idea from “what if” to something real.

Co-founder of Doozy Creative Lab. Previously CMO at Medflyt and VP Creative at Allenby Concept House. European Effie winner. AI guinea pig.

How I can help

AI changing your business?
Let’s build what’s next.

A new direction, a stronger offer or a better way to work.

Marketing strategy
& creative direction

Positioning, rebranding and campaigns. A new direction, brought to life.

Selected clients & brands

Across in-house and agency leadership roles.

Selected work

Brand, product & AI
Medflyt

Medflyt · 2019–2022

Caregiver satisfaction. Business growth.

Built U.S. marketing and led an in-app learning product. The client base approximately tripled in 2019–2022.

Marketing & product leadership · Launched productCMO & Head of CreativeView project
Shame or Glory: a bottled-water shopper confronted by the Game of Thrones shame characterSodaStream

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.

Global brand campaigns · Launched campaignsStrategy, concepts & scripts · Allenby Concept HouseView project
AI Relationships: close-up of the FlawFlow and Ingenuiphobia booths at Haifa Museum of Art

AI Relationships · 2023–2026

New emotions. Invented by AI.

An award-winning experiment in AI and emotion, exhibited at the Haifa Museum of Art.

AI language experiment & installation · Exhibited workCo-creator · With Adi (Manko) FleisherView project
Corundum Neuroscience

Corundum Neuroscience · 2025

Brain Spa.

A future product concept using everyday surroundings to understand the brain and support cognitive health.

Future product concept · ConceptConcept development & evaluation · DoozyView project
A craftsperson at work — Working Class

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.

Cultural venture · Launched pilotCreator & co-founder · With Portfolio MagazineView project
Berry Sakharof in Spotify’s Israeli launch campaignSpotify

Spotify · 2018

Enough with that song!

For Spotify’s Israeli launch, some of the country’s best-loved musicians turned against their own best-loved songs.

Market launch campaign · Launched campaignCreative direction · Allenby Concept HouseView project

Doozy Creative Lab

Positioning, product concepts, product marketing and campaigns for founders and teams.

Creative lab · Active practice
Co-founder · Strategy, product marketing & creative

How we work

I write about AI, technology and human behaviour.

Essays, columns & book · Published work
Writer, editor & author

Selected writing
Earlier workSocial networks at scale.Shox & bME · Over 1M users eachCreator & editor-in-chiefIndependent artArt & imagined services.Exhibitions, portraits and participatory work.

Let’s do something
interesting together.

A product to develop, a campaign to create, or a business ready to evolve, expand or change direction with AI.

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