As a Creative Lead at Saks, I focused on developing narrative-driven campaigns that brought the brand to life across social and video platforms. I led the creative direction for short-form content with an emphasis on storytelling that felt culturally resonant, human, and emotionally authentic, often incorporating real-life scenarios and moments of humor to connect with our target audience. From concept to execution, I collaborated with in-house art directors, editors, social and paid media teams, and external creators to craft engaging stories, whether through intimate narrative shorts, behind-the-scenes content, or trend-forward editorial stories. I also developed motion graphics and digital elements inspired by shopping experiences and user interfaces, using dynamic visuals to reflect how customers interact with the brand online. My approach centered on elevating the Saks voice while keeping it grounded in the lived experiences of our audience.