Year
2023
Brand
Saks
Role
Design Direction
The 2023 Saks Holiday Campaign marked a defining moment in the brand's recent history, showcasing an exceptional collaboration with Dior. The partnership, titled ‘Dior’s Carousel of Dreams at Saks’, encompassed a dazzling light show and installation on the store’s facade, captivating window displays, and an immersive digital pop-up experience featuring an exclusive Dior capsule collection on Saks.com. Key campaign elements included a dedicated landing page, site content, email communications, and both paid and organic social media assets.
Additionally, Saks launched a Holiday Gift Guide campaign, offering a curated selection of highly coveted designer gifts. This initiative included both print and digital collateral, and my role centered on establishing a distinctive visual direction that seamlessly integrated with the Dior collaboration, ensuring a cohesive and compelling brand narrative.
The Dior pop-up shop on Saks.com presented a curated capsule collection of exclusive Dior products, showcased through a dedicated landing page and tailored site content. Supporting initiatives, including organic social media and targeted email marketing, effectively drove traffic to the pop-up. This immersive experience generated significant demand and accumulated more than 271K clicks across strategically placed content. The campaign significantly enhanced overall site performance for Q4, yielding a notable year-over-year improvement.
Additional content was created to offer the Saks audience an exclusive, behind-the-scenes glimpse into the creation of the Saks x Dior facade and window displays. The storefront installation featured an exquisite sculpture that transformed into a breathtaking light show, illuminated by nearly 300,000 LED lights at night. The window displays, which depicted scenes inspired by Mr. Christian Dior’s journey from Paris to New York City, were meticulously crafted by a team of miniaturists from around the globe. In collaboration with a diverse range of business partners, including those in partnerships, editorial, content, and web development, I led the visual direction for all digital assets, effectively capturing and amplifying the narrative behind this extraordinary experience.
In addition to overseeing the Dior partnership, I led the design direction and execution of the Saks Holiday campaign, which was prominently featured across multiple touchpoints. These included the Holiday Magalog, email campaigns, site content, both paid and organic social media, and a branded online video (OLV) campaign.
To establish a connection between the Dior partnership and the Saks Holiday campaign, a cohesive system of graphic elements was meticulously developed. Drawing inspiration from Dior installation, the visuals evoked the magic of a winter festival of lights. Motifs such as long-exposure carousel lights, strands of twinkling lights, and cityscapes in motion were translated into refined vector graphics. These elements were thoughtfully integrated throughout the creative assets and shared with both internal and external teams, accompanied by comprehensive guidelines for their reproduction at a larger scale.
