ENIGMA TEL AVIV · FULL BRAND CREATIVE DIRECTION & MANAGEMENT

GUCCIDIORCELINECHLOÉALAÏABRUNELLO CUCINELLIFENDIGUCCIDIORCELINECHLOÉALAÏABRUNELLO CUCINELLIFENDI

CLIENTENIGMA TEL AVIV

INDUSTRYLUXURY FASHION RETAIL

ROLEBRAND MANAGER & CREATIVE DIRECTOR, AT OART AGENCY

PLATFORMINSTAGRAM

Enigma Tel Aviv

SHORT DESCRIPTION

Enigma is Israel's landmark luxury fashion destination, setting the standard of high-fashion retail in Tel Aviv since 1989. Spanning 1,200 square meters across three levels in the prestigious Kikar Hamedina, it houses official boutiques of Dior, Gucci, Celine and Fendi alongside Brunello Cucinelli, Chloé and Alaïa, with every new collection arriving in sync with its global launch.

As Brand Manager and Creative Director, I held full responsibility for the brand's digital presence: visual language, content systems, campaigns, AI production and the daily rhythm of a retailer whose inventory changes every day.

THE HOUSES

GUCCIFashion show coverage · Stories · Posts · AI content
DIORFashion show coverage · Stories · Posts
CELINEFashion show coverage · AI concepts
CHLOÉFashion show coverage · Stories · Posts · AI content
ALAÏAStories · Shoot day art direction · Fashion show coverage
BRUNELLO CUCINELLIStories
FENDIFashion show coverage · Stories · Posts · AI content

FULL SCOPE OF WORK

End-to-end client management: daily communication, task coordination and priorities, high availability throughout the day, monthly review meetings with a designed summary presentation.
A complete monthly content plan: shoot day planning, adaptation to new arrivals, promotions and campaigns, with ongoing tracking and adjustment throughout the month.
7 to 9 stories designed and published daily · around 180 per month · in the brand's visual language, with new arrivals uploaded same-day as inventory rotates.
A monthly grid of 12 posts: copywriting, commercial and image content, fashion show reviews and editorial slides, all holding one voice.
Real-time coverage of the houses' runway shows, major fashion events and cultural moments: red carpet, celebrity dressing and world news translated into designed posts and written editorial texts.
High-level graphic design and video editing tailored to the brand, including real-time content built around global fashion moments.
AI product banners and films integrated into the brand's visual language · an AI production layer moving at retail speed without compromising the luxury register.
Sourcing, negotiation and ongoing management of creators: concept and creative direction, on-set visual guidance, quality control of every deliverable.
Campaign adaptations and dedicated materials, updated throughout the month in coordination with the client and marketing team.
With new luxury inventory arriving daily: same-day design and publication of new products, immediate handling of arising needs and creative decisions on the spot.
Guardianship of the visual language and content quality across everything the brand publishes.

RESULTS

417KMONTHLY VIEWS (+139%)

1.03M+TOTAL VIEWS

19% → 69%NON FOLLOWER REACH

14,649INTERACTIONS

A luxury retail account moved from stable, follower based exposure to algorithmic breakout, with a clear, replicable content structure behind it. Growth driven by organic reach.