A hot air balloon operator plunged to his death after dangling from the basket hundreds of feet in the air when a tour went dramatically wrong.
Yogev Cohen, 28, was filmed desperately hanging from the aircraft on Tuesday in Kibbutz Yizre'el, northern Israel.
He unexpectedly held on for minutes after being lifted from the ground.
Tragically the crew member then fell when the balloon was hundreds of feet into the air.
Police confirmed his death as he crash landed on a car, which was driving below.
The man had worked for the Lagaat Bashamayim balloon company for the last few months, news outlet Haaretz reports.
They say that under regulations, three ground crew members must hold onto a balloon before it is inflated so that it is stabilised before it takes to the air.
But Mr Cohen didn't let go of the bottom of the basket after the balloon was inflated - and it took off with him still holding on.
He was captured on camera hanging from the side as worried people below yelled to attract attention.
Lagaat Bashamayim owner Almog Amir says he is still struggling to come to terms with what happened.
“We’re all in shock,” he said. “He was a great guy.
“He tried to land after crossing the road, but the wind brought him back.
"And at some point, Yogev could no longer hold on and fell onto the road from a height of 40 or 50 meters.
“He hung onto the lower portion of the basket. By the time the pilot noticed this, he was already at a height of 10 or 15 meters.
“I’ve been flying hot air balloons for 20 years, and so far, I haven’t been able to understand why he did this.
“Then they yelled to him from below ‘Jump, jump,’ while he was still near the ground.
"He said something like ‘No, I’m hanging in there,’ and then the pilot decided to get lower.
"But there were power lines and he couldn’t do so."
