Creator & co-founder · Developed with Portfolio Magazine
Working Class
I turned the pleasure of watching people work into a new kind of urban leisure — and a sold-out pilot with no paid media.
A reason to meet
in real life.
My grandfather used to say there were three things you could watch forever: fire, running water and another person at work. I turned that observation into Working Class — affordable, half-hour visits to watch talented people at work — and developed the format with Portfolio Magazine.
In a time of growing loneliness, studios, workshops and rehearsal rooms could become places to meet in real life. Visitors discovered a craft without committing to a class; creators gained ticket income and new audiences within their existing working day.
From concept
to a sold-out pilot.
Together, we curated 25 creators and launched a ten-day pilot in Tel Aviv. Tickets sold out within days. Coverage across national television, press and social media brought the idea to a wider audience with no paid media spend.
In our survey of 100 ticket buyers, 95% rated the experience four or five stars. All creators in our feedback survey said they wanted to take part again.