Louise Follain in Chanel for Saks Fifth Avenue
As Social Media Specialist (Content Production) I oversaw Saks Fifth Avenue's social media channels, creating original art and copy for @saks and @thesaksman, as well as repurposing assets from Saks' fashion books and digital platforms and reworking them for Instagram and Facebook.
Art + Creative Direction
Bi-monthly, I would produce and direct photo or video shoots based on each month’s business priorities.
Each shoot would be divided into category themes (i.e. Beauty, Advanced Contemporary Designer, or Menswear) or an ad hoc list of products we might need to fill any category allocation gaps or co-op agreements for the next month.
For each shoot, I would work with my Social Media Associates to draft overall concepts per category story, shot lists, and product wishlists. From there, I’d work with photographers, models and stylists to bring the vision together and execute on set.
Over my 18 months at Saks, I cultivated longstanding working relationships with a series of photographers, models, HMU artists and studios around New York City.
Content Creation
Sometimes, there wasn’t any time for full photoshoots. Suddenly #NationalHandbagDay would be upon us, and we’d want to be in the conversation on Instagram. That required fast thinking on our feet—grabbing product called out in our marketing priorities, and creating content the way Creators and Influencers do, with nothing but their phones and some good lighting. We could get our marching orders and have something posted in 30 minutes (barring approval).
Often, these were our top performers. This was “native” content at its best. No airbrushing, no perfect lighting, nothing too staged. Our audience was smart and wanted to see images of aspirational product in situations not unlike their everyday life, and not unlike the photos they’d take themselves.
Selected works
SS18 Feature of Priority Designer Buys
Photography by: Christopher Gregory
Saks x Givenchy Co-Op
Photography by: Chris Schoonover
The Saks Man FA17 Editorial
Photography by: Julian Walters
Valentine’s Day Italian Designer Story
Photography by: Julian Walters
“Good Luck Dry Cleaners” x Saks Fifth Avenue Pre-SS18
Photography by: Christopher Gregory
Saks Fifth Avenue x Chanel Cruise 2018 Co-Op
Photography by: David Urbanke
Misc. Saks Fifth Avenue content in-feed
Photography by: Various
