Where Fashion Takes OFF
The launch of the new Saks OFF 5TH branding.
This fully integrated campaign featured assets living across video, paid media, in-store signage, out of home, direct mail, organic social, email, site, app, outlet marketing and more.
:30 OLV & CTV VIDEO AD
THE ASK
To deliver a brand awareness campaign that introduces the new target audience to Saks OFF 5TH’s world of Where Fashion Takes OFF.
THE CREATIVE RESPONSE
With this campaign, Where Fashion Takes OFF was visually defined—using open blue skies to create a landscape where moments of whimsy punctuated in color create a world where self expression can be celebrated.
THE NARRATIVE
The video introduced our new OFF language where we celebrated and punctuated the word OFF. The OFF takes a more subtle approach to value but is a constant reminder of being off price. While playing into repetition.
Spring Manifesto
IT’S A NEW DAY
Physically, emotionally, metaphorically,
a new day is upon us.
No longer confined by a virus,
No longer restrained by antiquated societal norms,
No longer following the rules just to follow the rules,
We’re ready to break free.
We’re ready to let the joy–and color–back into our lives.
We’re ready to come together again and feel alive.
And we’re ready to celebrate.
We celebrate our differences,
our self-expression that knows no bounds
and the freedom to break all the rules.
With unbridled enthusiasm, we’re ready to take OFF
and charge a new course
where everyone’s invited…
because that’s where fashion takes OFF.
Store Windows
Pinterest Ads
Emails
Homepage Hero
Desktop
Mobile
The Credits
Creative Director: Ting Ting Lee
Editorial Director: Lizzie Cheney
Design Director: Sheilini Singh
Art Directors: Modi Li & Holly Stevenson
Styling Director: Jacob Glaser