Something More
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It’s not just about the half-time TV ad. Gap’s iconic style needed to find ways to inspire everything from their social feeds to in-store environments. We developed a series of campaigns to keep things feeling fresh, season after season.

  • Campaign
  • Social
  • Art direction
  • 3D illustration
  • Motion
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We built different production teams across each campaign – working alongside specialists from stop-motion to CG, photography and film. It allowed us to take a very established Gap style, but push it in alternative directions that each felt like their own.

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Hypnotic simplicity: a spring sale. Ideas often needed to condense into just a few seconds, but still create moment for pause. Here, big, fun numbers reflect the discount, with their vibrant hues taken from the collection’s seasonal colours.

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Gap’s social presence creates a more relaxed, informal feel to the bigger hero comms. Here, things deliberately feel more playful, bringing out people’s genuine personality with a behind-the-scenes feel.

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Gap Body’s proposition differs slightly: by placing greater emphasis on function, fit and feel. We developed a world of macro animations to celebrate the material engineering – each loop highlighting a different tactile, sensual or performance quality.

Making and doing things in-camera was an important part of the effortless, lo-fi Gap aesthetic. Working with the simple stage presented a creative restriction, but also a creative challenge to tell stories in different ways.

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A competition for students to see their design produced as a limited edition Gap t-shirt. The campaign established the canvas and anything goes spirit, prodding with just enough inspiration, without dictating ideas.

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To mark the launch of Gap’s in-store denim personalisation service, we documented the craft behind every technique. Up-close imagery highlighted the textural beauty and hands-on approach.

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