The Gap

ROLE: creative + art direction, design

OBJECTIVE + APPROACH: Gap’s GMA (Global Market Adoption) was an internal marketing event where regional buyers from several countries would visit mock-showrooms at the company’s New York offices, get informed about new seasonal collections, and in turn make their buying & supply decisions.

It was cumbersome and happened quarterly, so it was also very expensive. My team within the marketing department was asked to creative a virtual GMA that could get delivered to those buyers (rather than flying them all to New York) and felt premium so they wouldn’t feel like they were missing out on any in-person information when Gap started shrinking the size of the event.

We captured video interviews with the creative directors from every line, worked with the fashion designers to draw from their inspiration, and editorialized it for delivery. In essence, we treated it as in-house look book/fashion magazine.

RESULTS: Gap was able to cut the size of the event down considerably without losing any aspects of the process or desired results they’d been getting from the larger event.

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