BACKGROUND

As COVID-19 quickly progressed, Gap needed assets that spoke specifically to the current consumer mindset, pivoting their current Khaki campaign.

We overhauled existing creative with messaging grounded in the new WFH atmosphere, featuring products people were actually wearing - loungewear, basics, jumpsuits, and leggings. The ‘work suit’ took on a different meaning. More time at home also meant more time to play, with parents searching for comfy everyday outfits for their little ones.

Video assets were created entirely from still photography and went live within 48 hours of briefing.