The Gift OFF
Nostalgic game show vibes. Glam holiday fashion. Designer gifts. Everyone wins… because it’s all up to 70% OFF!
THE ASK
Highlight Saks OFF 5TH’s value in a humorous, attention-grabbing way that cuts through the crowded holiday landscape
THE GOAL
Bring the thrill of scoring a prized designer deal at Saks OFF 5TH to life through humor—motivating customers to holiday shop even amid economic uncertainty
THE CREATIVE RESPONSE
This concept reimagined holiday shopping as a nostalgic game show. Playful and self-aware, it captured the excitement of winning big on style and savings, using humor to make value feel irresistible.
THE NARRATIVE
Exploring humor in the holiday narrative was a first for Saks OFF 5TH, and I confidently led the brand into this uncharted territory. Through a witty, elevated tone, the campaign positioned Saks OFF 5TH as the ultimate destination for fashion and unbeatable designer deals by highlighting designer brands and luxe product offerings.
More Gifts, More OFF
The Gift OFF kicked off the season with a playful holiday game show, capturing the thrill of scoring designer deals.
The holiday narrative expanded into the gift guide with More Gifts, More OFF, unfolding across every major customer touchpoint—from in-store to digital, app, email and more.
Every asset celebrated discovery, value and festive fun—positioning Saks OFF 5TH as the go-to destination for gifting.
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Behind the Scenes
The Credits
Creative Director: Ting Ting Lee
Editorial Director (& Big Idea Birther): Lizzie Cheney
Art Director: Modi Li
Design Director: Sheilini Singh
Styling Director: Jacob Glaser
In collaboration with the entire Saks OFF 5TH brand creative team