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Saks

My New Theory
Brand
Saks
ProjectMy New Theory
Date

May 2023

Description

Saks presents My New Theory, a fashion-focused commercial spot that explores the intersection of personal style and the convenience of mobile shopping. The film follows a central character through a series of vignettes, moving from relaxed, intimate interiors to outdoor sequences that emphasize a lifestyle-oriented approach to retail. Produced by Golden Projects, the work utilizes natural light and a clean visual aesthetic to draw attention to apparel textures. The sequence balances portraiture with active, lifestyle-driven framing, anchored by a warm color palette that maintains a consistent tone throughout the film.

Style

Horizontal, Commercial, Warm, Clean

Techniques

Natural light

Industries

E-commerce Platforms

Color
Navy
Rust
Background

Living Room

Context

Advertising Campaign, TVC / TV Commercial

Associated creatives

Golden Projects
Golden ProjectsProduction
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