VIDEO | AR

Saks Fifth Avenue AR Filter and Promo Video to Reach Gen Z Audiences

CONCEPT

Luxury retailer Saks sought a creative, personalized solution to reach Gen Z audiences.

We designed an augmented reality (AR) selfie filter for Instagram that, by tilting shoppers' heads, transported them to a tropical beach, a glamorous holiday party, or a snowy ski lodge.

While enjoying their AR background, customers could virtually try on Saks products and accessories to match their vacation mode. Users could later browse the products they tried in the Holiday Gift Guide on Yahoo.  The program exceeded awareness goals, driving an impressive amount of bonus distribution and promotion for both the IG filter and Gift Guide.

ROLE

Art Director

RESULTS

The campaign received more than 17.4M impressions and content views totaling 4.9M. The IG filter and Gift Guide proved highly engaging with users, with 32% of filter impressions resulting in users spending 1:21 minutes with the Gift Guide article (125%+benchmark!)

Saks partnered with Yahoo to create a custom experience, leveraging their technology and reach to position themselves as retail innovators.

The campaign received more than 17.4M media impressions across social media, with content views totaling 4.9M. 

Press

 
Adweek: Saks, Yahoo Creative Studios Develop Interactive AR Selfie Filter for Instagram

 
VR World Tech: Saks/Yahoo Creative Studios approach is a lesson for brands that AR must be used alongside media.

Awards

 
Pressboard: Top 10 Branded Content Partnerships 2021

 
Brand Blazer: Winner Innovation and Excellence in Show-Stopping Creative 2022

Credits

 
Agency: Yahoo Creative Studio
Executive Creative Director: Brian Lightbody 
Senior Art Director: Duane Bruton
Video Producer: Blair Rayner
Copy Editor: Lucielle Salomon