Where Fashion Takes OFF


The launch of the repositioned Saks OFF 5TH brand

:30 OLV & CTV VIDEO AD

THE ASK

Deliver a brand awareness campaign that introduces the new target audience to Saks OFF 5TH’s world of Where Fashion Takes OFF. 

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.

THE GOAL

Create an inclusive, celebratory world of self-expression where fashion takes off for a younger, fashion-forward audience, making the brand both approachable and aspirational

THE CREATIVE RESPONSE

Where Fashion Takes OFF came to life through open blue skies, bold color, whimsical moments, playful copy, on-trend fashion, inclusive casting and energetic photography—crafting a visually dynamic world that resonates with a younger, diverse audience.

THE NARRATIVE

 The new brand voice and playful use of “OFF” was introduced as a memorable expression of value and self-expression. Through repetition and visual emphasis, “OFF” became a fun, celebratory device that reinforced the whimsical, inclusive world of the campaign while owning the brand name in a distinctive way.

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.

Press Coverage

  • “The campaign emphasizes inclusiveness, diversity and cultivating self-expression, and sets out to modernize the image of the Saks OFF 5TH brand.”

    David Moin

  • “Cutting-edge digital assets could win over GenZ fashionistas even faster than cutting-edge fashions.”

    Joan Verdon

  • “It all begins with an idea. Maybe you want to launch a business.”

  • “It all begins with an idea. Maybe you want to launch a business.”

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

In collaboration with the entire Saks OFF 5TH brand creative team