SAKS // 3D HOLIDAY LIGHT SHOW

Responsibilities // Concept
Associate Executive Creative Director: Martin West 
Senior Art Director: Scarlett Coley
Designer: Michael Mitzman
One Show Gold Pencil
Digital Out of Home Awards Winner

Fifth Avenue, New York, at Christmas – possibly one of the most competitive retail environments in the world. How do you stand-out during the most business-crucial time of the year?

IDEA:
Deliver the world’s ‘biggest’ 3D projection-mapping spectacle and bring Fifth Avenue to a virtual standstill every night for 6 weeks. 
The narrative incorporated ice skaters, Saks gifts, growing magnolia garlands and a even a larger-than-life ‘Yeti’. And even for those who couldn’t be in New York to see it, we had QR codes on every Saks Store around the world so anyone could experience it on their mobile device. Aren't the holidays the best? The answer is always yes. 

Results
100K+ visitors saw the action live in New York
5M people viewed the show online
8.4% rise in sales from previous year over the same period
$10M+ PR media value
TV coverage as far as Japan