Creator Niv Magger Reveals the Surprising Synergy Between TV and Tech
Israeli creator and director Niv Magger discusses his four-year journey working in the creative department of tech company Simply while maintaining his artistic career.
Niv Magger, a 42-year-old multifaceted creator, director, and screenwriter known for his work on hit Israeli television shows and web series, has found a surprising career balance by joining the creative team of the Tel Aviv-based tech company Simply. For the past four years, Magger has been working full-time in the creative department of the firm, which develops popular applications for learning music and drawing, while continuing his independent artistic endeavors.
Balancing Tech Stability and Artistic Freedom
Transitioning from years of jumping between independent television productions, commercials, and freelance projects to a stable corporate role was a natural step for Magger, especially after becoming a father. Founded by brothers Yuval and Yigal Kaminka and the late Roy Itzkovsky, Simply employs around 200 people in Tel Aviv, with its products reaching tens of millions of users across more than 180 countries. In 2021, the company raised 50 million dollars at a valuation of 1 billion dollars in a funding round led by GV, Google’s investment arm. Magger explains that working at the tech firm does not compromise his art; rather, it provides financial stability while allowing him to engage in diverse creative projects in-house, ranging from studio shoots to collaborating with real users around the globe.
A Unique Synergy Between Art and Data
Working alongside tech professionals and fellow creators, such as musician Idan Rabinowitz, Magger finds the corporate environment remarkably supportive of artistic expression. His daily routine involves close collaboration with data analysts and product teams to refine creative strategies and ad campaigns based on user insights. One of his proudest projects is a campaign inspired by the American thriller series "Homeland", designed to encourage adults to overcome their hesitation and start learning the piano later in life. Furthermore, addressing the integration of artificial intelligence in creative fields, Magger notes that while AI tools are useful for streamlining editing processes and organizing tasks, human originality remains irreplaceable for genuine comedic writing and conceptual ideas, ensuring his artistic voice stays firmly at the helm.
