Year
2021-2022
Brand
Saks
Role
Design Direction
Saks collaborated with several celebrity talents to headline its spring and fall fashion campaigns. I conceptualized, developed, and produced content that highlighted their personal stories and deep connection to fashion as a form of self-expression. Each campaign featured a range of elements, including cover stories and spreads in the seasonal magalogs, an editorial landing page, website content, email marketing, and paid and organic social media assets.
The Spring 2022 campaign featured Lupita Nyong’o, whose experimental and vibrant fashion sense, show-stopping red carpet appearances, and remarkable career made her the perfect choice to showcase the boldest looks of the season. This energy was reflected in the campaign’s visual direction, which incorporated large typographic quotes, dynamic motion design, and vivid sunset hues. The dedicated landing page, featuring immersive moving imagery, video, and bold statements, attracted 7k visits and generated significant demand. Additionally, the email design played a key role in driving strong conversion rates and increasing AOV.
Other notable campaigns included the Spring 2021 Men’s campaign featuring Maluma, and Spring 2022 Campaign featuring Emma Roberts.
The Fall 2019 campaign, No Apologies, was a powerful and empowering moment for Saks, showcasing 18 diverse, strong women embracing their authenticity and owning their power. A dedicated landing page, a 16-page insert in Vogue, and social media content provided a platform for these compelling personal narratives, celebrating self-expression, confidence, and the freedom to define oneself on one’s own terms.
