For the Fall 2010 season, Saks Fifth Avenue unveiled its tongue-and-cheek "I'm Going To Saks" campaign. The concept is based around transportation imagery, a graphic arrow treatment and witty explanations for why someone would go to Saks. I was challenged to figure out the format and produce creative copy for all supporting advertising and marketing pieces. This included newspaper and magazine ads, catalogs, various direct mail pieces, in-store signage and even outdoor media (see the Sweet Truck that sat outside our flagship store during Fashion's Night Out 2010). Here are some examples of how I created a consistent voice across different platforms.
