Saks Fifth Avenue — Christmas Campaign 2024
Creative & Art Direction by Hello Future Studio

Hello Future Studio led the creative and art direction for Saks Fifth Avenue’s 2024 Christmas campaign, delivering a festive and immersive experience across multiple brand touchpoints. The project included facade mapping, custom-designed shopping bags, and window display visuals, all crafted to create a cohesive and emotionally resonant holiday identity.

A key part of the creative process was a procedural analysis of the morphology, which allowed for the generation of visual patterns and structures that echoed the architectural rhythm of the building and the brand’s seasonal storytelling. By combining print, spatial, and digital design, the campaign brought the spirit of the season to life while reinforcing Saks' position as an icon of elegance and innovation in retail.