Director: Clara Cullen
Production: Image Partnership
Saks aimed to create brand awareness messaging that spoke directly to our customer; a working, urbane woman with a family, whose sophisticated taste and confidence was reflected in her own unique style.
In collaboration with award-winning director Clara Cullen, we told stories about real women, and their real lives, where Saks created the spark that took their everyday life to a new aspirational level. Noted stylist Beverly Nguyen, Building Black Bed Stuy owners Kai & Rajni and LA screenwriter Anna Cordell showcased their unique and aspirational style while sharing their life with our customer.
Across video, print & digital advertising, as well as in-store presence and events, we highlighted our customers, their stories, and the way Saks played a role in elevating their experiences to create memorable moments.
Beverly, stylist
Anna, LA-based screenwriter
Kai & Rajni, founders, Build Black BedStuy
Paid Social: for paid social, we used a separate set of videos captured on set in-between takes to diversify what customers saw and tell a more complete story across all channels
HTML5 rich media allows us to use video assets in more typical display contexts, where logo, tagline & CTA are persistent and the priority is click-thru and conversion.
Summer refresh: continuing the theme through our Summer refresh, real-life friends Madison & Jessie travel to warmer locales and showcase their unique style and taste on vacation
Fall 2024. We continued the theme into our Fall season, once again directed by Clara Cullen, celebrating the lives of Anna, Janet and friends Marquita and Danielle.
Anna Polons, food influencer and designer
Janet, and her daughter and her mom.