Miami’s Mitzvah Beasts: Cybertrucks Bringing Judaism to the Streets

On a LinkedIn post about a year ago, Rabbi Mendy Kaminker of Chabad of Hackensack, New Jersey, wrote: “I have a dream: To create the first-ever Mitzvah Cybertruck!” The post featured a mockup of the futuristic vehicle decorated with icons of Tefillin and Shabbat Candles, and the text: “Do a Mitzvah Today!”

Today, that dream is reality — a sleek, orange Tesla Cybertruck emblazoned with those same words: “Do a Mitzvah Today!” turns heads on downtown Miami’s busiest streets. The aptly nicknamed “Mitzvah Beast” — a nod to the Tesla model beneath the wrap — has become a roving emblem of Jewish pride. The futuristic truck is part Mitzvah Tank, part social statement — inviting passersby to wrap tefillin, light Shabbat candles, and take pride in their heritage right there on the street.

The first Mitzvah Cybertruck was donated by Fred Morgenstern — a longtime friend of Chabad of Golden Isles’ Rabbi Mordy Feiner — who had wanted to do something meaningful. Someone suggested he donate a Torah scroll, but Fred wanted something that would make an impact on the street. “The idea of a Cybertruck felt perfect,” said Morgenstern.

They partnered with Shloime Nelken, who spearheads the Tefillin Stands project, to work on the truck’s wrap. “We decided to cover it with the iconic orange and black design used on Tefillin Stands around the world,” Nelken said. The eye-catching colors turned the Cybertruck into a rolling billboard for mitzvot. “It’s probably been my best investment yet,” said Morgenstern.

Inspired by its success, Rabbi Chaim Lipskar of Chabad of Downtown Miami brought the concept to the Brickell neighborhood. “This is exactly what we needed,” he said. “It’s modern, it’s bold, and it brings Judaism right into the streets.”

What sets the Mitzvah Beast apart from the traditional “Mitzvah Tank” — the iconic motor homes Chabad has used for decades — is its accessibility and adaptability to an urban environment. “It would be very hard to have a Mitzvah Tank here — there’s nowhere to park it,” said Rabbi Lipskar.

“South Miami Avenue is extremely busy. Even though it’s just half a block from our Chabad House, it’s hard to attract people.” With the Mitzvah Beast, he explained, the outreach comes to the people. “It really lowers the barrier of entry.”

Two yeshiva students take the truck out nearly every day, driving it through the neighborhood’s busy streets and doing outreach for an hour or two at a time. On Sukkot, the truck featured a mobile Sukkah — and on Chanukah, a large Menorah will be mounted on its bed.

Mendel Goldschmidt, one of the students, said it transformed their outreach. “Before the Mitzvah Beast, we were the same two students walking around wearing kippahs and tzitzit, holding tefillin — but people didn’t really stop. Now, it’s a spectacle — people come over, take pictures, ask questions. It takes away the apprehension of being openly Jewish.”

Goldschmidt was recently featured in a social media video promoting the Mitzvah Beast, which has already garnered tens of thousands of views. Zoli Honig, CEO of Short Form Media and a longtime Chabad of Brickell attendee, helped conceptualize and produce the clip. “When I saw the Mitzvah Beast, I knew we had to make it go viral,” he said. The video is a playful parody of a popular Miami influencer’s content, with Goldschmidt brandishing mitzvot like Tefillin, Shofar, and Menorah — all alongside the Cybertruck. Another popular social media post featured former NBA star turned convert Amar’e Stoudemire shaking the Lulav in front of the vehicle.

“Everyone in Florida is talking about it,” said Rabbi Feiner. Clips of his Cybertruck have been shared by several famous accounts on social media. When a Jewish influencer spotted the truck during the month of Elul, Rabbi Feiner rolled down his window and blew the Shofar. The video of that interaction soon went viral. “He should probably activate the self-driving feature next time,” laughed Fred Morgenstern.

Golden Isles’ Mitzvah Beast has also become a fixture at Chabad at the Stadium’s kosher tailgates at Hard Rock Stadium, where local Jewish fans stop by for a bite and a chance to put on tefillin.

As Rabbi Lipskar put it, “The Mitzvah Beast isn’t just a truck — it’s a statement. It shows that Judaism can be bold, visible, and fun. Every time it rolls down the street, it sparks curiosity, pride, and mitzvot. That’s the whole point.”