When I first started writing for the advertising/marketing departments at Saks Fifth Avenue the creative process was quite different then it is now. At that time the Art Directors would come up with a concept and the writers were asked to create copy that fit.
The Art Director for this project shot the catalog based on the theme of old Hollywood glamour. I then came up with the handle Reel Beauty and created film-inspired characters for each of the model beauty shots.
This concept was translated into in-store signage to support the event as well as newspaper advertising. Here are some examples of edits that I wrote for the Reel Beauty book.
