I lead the design of Saks OFF 5TH’s 2024 June and August Jewelry Events. We built our concept around the constraint of only having pickup imagery and basic product shots available for use. Working to enhance this limited, mix-and-matched imagery into a visually impactful and conceptually tight campaign, we chose to collage oversized pieces of jewelry on top of sepia toned on figure photos and nature-based plates. The full-color jewelry popped on the monotoned images, for an eye-catching contrast.

When planning for these campaigns, the art team pulled a large range of imagery for us to pickup. A selection of on figure images with simpler clothing and poses were turned to sepia tone and collaged with jewelry lay downs for hero moments. When the jewelry did not layer well over on figure shots, tropical-themed plates were selected from a recent Miami shoot to turn into still life collages. And several further playful on figure shots were also selected to place in emails to clarify jewelry proportions.

These campaigns hit many digital touchpoints across SO5. They lived on the homepage as heroes. They could also be found as mobile heroes on the website and native app. They further lived in touts on the navigation bar, ingrids in sections of product and as a visual nav banner. We also developed a set of email sends, focused on different jewelry categories including diamond, gemstones, pearls and gold. Email top and bottom banners were also produced and sprinkle throughout regular monthly emails.

Lastly, we developed paid media and organic social collections to promote these campaigns and Saks OFF 5TH across a variety of platforms. We created story, in-feed and collection sized assets capturing the feel of the campaigns in bite sized moments. We built out a range of items focusing on varied categories including diamonds, gemstones, pearls and gold, along with mixed priority moments. These designs all included a hero on figure collage, along with a grid of animating product whenever possible.

This project was developed
in collaboration with