Assaf was born on March 12, 1985, in Ramlé, Israel, at Assaf Ha’Rofe Hospital at 2:30 P.M. His father decided the name Assaf after a prophet and a poet known in the Torah. Assaf grew up in a disciplined, loving environment and was a quiet child. He was very close to his grandfather, who worked for an Indian airline company and always flew first class to India and Israel whenever he had business to take care of. Since he did not speak much Hebrew, Assaf’s English skills were above normal compared to his class peers. Six years after he was born, he became an older brother. As a big brother he was overprotected over his little sister. Everyday after school he’d pick up his sister from kindergarten and go home. On the walk home, he’d hold her hand until they got to their street.
In 1994, Assaf got his first computer. It was one from his mother’s office and since it was in no good use to the company, they let her have it. Assaf learned MS-DOS all alone, from loading a game from an 8 inch diskette to making directories. It was a simpler time then. As 1995 rolled by, the first computer was long gone. He had to keep himself entertained by playing G.I. Joe action figures and video games. His first system was the Sega Genesis. It was sold with a CD-ROM drive extension which was one of the first systems to have the technology. His father decided to take a different path to his career that year, and go into the computer networking business. In 1997 Assaf got a Pentium 2 and was determined to learn the features of the new technology. A friend of the family got him hooked on a PC game called FIFA 1997. To this day Assaf still plays the series, noticing every little change and feature that were changed and added. After playing FIFA 97, he knew he’d be getting involved in the multimedia industry.
In 1999, Assaf’s parents made a huge decision, to move to Canada. His parents knew Assaf’s time was coming to join the army; the political situation was getting worse each day. Since his mother’s sister had already been living there for five years with her family, it made an impact on the decision. His parents flew to LA for an interview as part of the immigration process. By March 2000 they’d be immigrants. Assaf had a big decision to make, since his parents and sister would have to come back from Canada to Israel in order to pack all their belongings and send it on a ship container, Assaf had the choice of staying with his aunt in Toronto or coming back home. He chose to stay back. To this day he’s glad he had made that decision. He wouldn’t be where he is today if he’d gone back to Israel with his family.

There was a big talk about Y2K as the year 2000 was near, but Assaf never really feared anything. His fear was about moving to a whole different environment and not knowing what the future holds for his family and himself. Assaf spent New Year’s Eve at his uncle’s house with every member of family; by now everybody knew they’d be gone in March. It was an emotional night for everyone, but Assaf never showed his true feelings.
In March 2000 Assaf and his family were all ready and packed to move to Canada. Everybody got very emotional at the airport. It was a hard to say goodbye, not knowing when the family will be together again. When they landed Assaf’s uncle picked them up from the airport, it was exciting seeing the Canadian family again. The next day Assaf was registered in high school, he started off the semester in the middle of the ninth grade. It was really hard adjusting to a whole new environment. Luckily Assaf had his cousin, who was in the same grade to help him out. Two weeks after, Assaf’s parents and sister left back to Israel in order to finish up the moving process. They’d be back by July. Meanwhile Assaf did not have much to keep him busy, except reading books and newspapers, trying to improve his English language skills. As the months passed by, his parents came back.
A year later they got their first house in Canada; it was a few blocks away from their family. By now Assaf was well adjusted socially and mentally. After high school, Assaf went to George Brown College for the Foundation Arts program, where he successfully completed within a year. The following year he attended Humber College for the Packaging and Graphic Design program. Assaf was not happy or interested in the filed of packaging a product. He decided to take a different approach and applied to Seneca College for the Digital Media program, where as of now, Assaf graduated from the DMA program and freelances on his free time.