Lior Naaman is the VP creative of Yediot Achronot/ynet, the biggest media group in Israel, and a freelance creative director, narrative & brand consultant and executer. He has 30 years of experience as a journalist and was the founder & chief editor of Blazer magazine. In the past years he focused on branded content projects for international clients like Nespresso, Mercedes, Mini, Clinique, Rafael etc. Naaman is the creative director for aMoon's website and brand. He is also on the advisory board of Prof. Dan Arieli's "Kayma", assisting with language and tone and helping better understand human nature. He also helped form narratives & language for many tech companies and startups that focus on data, agritech and more.