Gap Summer 2018
Role: Creative direction, concept development, strategic planning and graphic design for global advertising.
Project Overview: To launch Gap’s new lightweight denim, Wearlight, we created a world full of optimism that was as light, airy and carefree as the summer. This gravity-defying world was designed to show you just how free Gap’s new denim line could make you feel.
Agency: Yard NYC
Director: Kim Gehrig
Choreographer: Yoann Bourgeois
Post Production: Framestore
Retail Campaign Photographer: Jacob Sutton
Digital Campaign Photographer: Lorenz Schmidl
Still Life Photographer: David Brandon Geeting
Our Process
The below images are an overview of my creative process while developing the creative for this campaign. © original artists for all reference imagery
In addition to writing simple conceptual narratives for the main films, I started to explore what this lightweight, carefree world could look like. Focusing on the visceral nature of how the product feels opposed to finding the perfect reference.
It was important to not fall into the typical well-worn ideas of people just jumping in the air - we needed to go further - so I played with the idea of camera perspective and how different artistic production techniques could help tell our story.
We really unlocked something special once we understood that we could play with the idea of being lightweight by combining various production and post production techniques.
After I had landed on the general look and feel for the campaign, I started to think about the design within the whitespace. We wanted an Escher style set that would allow our cast to move about freely in unexpected ways.
We wanted to create visually consistent sets across all touchpoints to visualize how light this summer-weight denim feels.
