Eitan Chitayat
I’m That Jew
Through Limor Garfinkle’s lens, we spotlight heroes like Eitan Chitayat, a seasoned brand-builder and founder of the Natie Branding Agency in Tel Aviv that’s been delivering world-class brands for over 25 years. He created the viral film I’m That Jew, viewed over 15 million times and exhibited at the Museum of the Jewish People. His broader advocacy work to strengthen Jewish identity has amassed almost 300 million views across social media. A TEDx speaker, Eitan shared the story behind his impactful work and today continues to build on that vision through the I’m That Jew movement, a global effort to inspire Jews to embrace and own their story.
About the Heroes SeriesAmerican Friends of Soroka and Photographer Limor Garfinkle present Heroes of Truth: Portraits of Courage celebrating courage and resilience, honoring those who stand in defense of Israel and truth.
Through art, we pay tribute to these heroes and inspire others to stand firm against hatred and injustice. One hundred percent of profits will directly support Soroka’s Department of Psychiatry, offering critical mental health programs for pediatric and adult patients suffering from PTSD, anxiety, and depression. Beyond raising funds, Heroes of Truth aims to inspire action. By showcasing the bravery of those who refuse to stay silent, we send a powerful message: courage and truth will always triumph over silence and oppression.