The Fall 2022 campaign extended Saks OFF 5TH’s rebrand into a fresh seasonal expression, designed to build awareness with a younger, fashion-forward audience. Strategically, it tapped into the cultural mood of post-pandemic reconnection, reflecting consumers’ renewed desire for togetherness, celebration, and personal style.
Set in an open field, the narrative introduced a diverse new cast of friends “taking off” into whimsical, free-spirited moments of joy. Inclusive casting, expressive photography, and playful visual storytelling flipped the script on luxury fashion—expanding the Where Fashion Takes OFF world established in Spring with an elevated, celebratory fall chapter.
Rolled out as a 360° campaign spanning video, paid media, OOH, in-store, direct mail, digital, and social, Fall 2022 carried the rebrand forward through layered visuals and a cohesive seasonal refresh. Shaped in close collaboration with the brand creative team, the work balanced expressive storytelling with promotional clarity, setting the stage for the holiday season.
Set in an open field, the narrative introduced a diverse new cast of friends “taking off” into whimsical, free-spirited moments of joy. Inclusive casting, expressive photography, and playful visual storytelling flipped the script on luxury fashion—expanding the Where Fashion Takes OFF world established in Spring with an elevated, celebratory fall chapter.
Rolled out as a 360° campaign spanning video, paid media, OOH, in-store, direct mail, digital, and social, Fall 2022 carried the rebrand forward through layered visuals and a cohesive seasonal refresh. Shaped in close collaboration with the brand creative team, the work balanced expressive storytelling with promotional clarity, setting the stage for the holiday season.
