The set is a converted garage in Pico-Robertson. Eight Hollywood hopefuls dressed in T-shirts and cargo pants, holding shovels and frying pans, are waiting for the camera to start rolling.
A boom mike looms overhead and a klieg light shines in their faces, but for screenwriter Shlomo Heimler, these things matter less than the fact that for him this shoot, which advertises volunteering in Israel, is one with soul.
"This is the most meaningful work I have ever done," the 38-year-old former advertising art director said. "When you go to work, there are typically no emotions involved, but this is all heart and soul, for everyone."