Urban Outfitters is a global retail brand with a distinct cultural posture, and the Israeli market needed that posture to land locally without losing what makes the brand itself recognizable. We worked as the studio behind the local digital ecosystem.

The position was unusual. UO’s global brand is highly distinctive, with a curated aesthetic that doesn’t translate easily to other markets if it’s just copy-pasted. The Israeli expression of the brand needed to look and feel like Urban Outfitters at first glance, but use casting, locations, styling, and copy that read as native to Tel-Aviv rather than as imported imagery from somewhere else.

We held the day-to-day creative output across photoshoots, lifestyle photography, social content, and the merchandise side of seasonal launches. Product imagery, on-site videoshoots, and editorial-style campaigns built up a steady stream of assets that ran across the brand’s local digital channels.