GAP, Inc.
Global Integrated Marketing Campaign
Meet Me In The GAP
Global Integrated Marketing Campaign
Meet Me In The GAP
Studio Manager & Creative Lead
6-Month Timeline | US & Canada | Bronze Clio Award 2018
Gap Inc. is a global apparel retailer founded in 1969 by Donald and Doris Fisher
in San Francisco. It has a worldwide retail presence through company-operated and franchise stores, as well as e-commerce sites. Headquartered in the United States,
Gap Inc. has a significant retail presence worldwide.
6-Month Timeline | US & Canada | Bronze Clio Award 2018
Gap Inc. is a global apparel retailer founded in 1969 by Donald and Doris Fisher
in San Francisco. It has a worldwide retail presence through company-operated and franchise stores, as well as e-commerce sites. Headquartered in the United States,
Gap Inc. has a significant retail presence worldwide.
Challenge
Gap needed to revitalize its brand relevance and drive sales during a
critical period when the company was closing hundreds of stores. The fall campaign
had to launch a new product (Soft Denim) while demonstrating cultural relevance and uniting diverse audiences through an authentic message of connection—without
feeling preachy or tone-deaf in an increasingly divided social climate.
critical period when the company was closing hundreds of stores. The fall campaign
had to launch a new product (Soft Denim) while demonstrating cultural relevance and uniting diverse audiences through an authentic message of connection—without
feeling preachy or tone-deaf in an increasingly divided social climate.
Approach
As Studio Manager and Creative Lead, I drove end-to-end creative strategy
and execution for Gap's fall integrated campaign, bringing together Cher and Future
to perform "Everyday People" by Sly and the Family Stone.
I managed a team of 5 designers while partnering with CMO Craig Brommers,
agency Yard NYC, and Creative Team to deliver a cohesive omnichannel campaign spanning TV, OOH, print ( including Vogue 125th, GQ 60th), digital, social,
in-store, and mobile across US and Canadian markets.
and execution for Gap's fall integrated campaign, bringing together Cher and Future
to perform "Everyday People" by Sly and the Family Stone.
I managed a team of 5 designers while partnering with CMO Craig Brommers,
agency Yard NYC, and Creative Team to deliver a cohesive omnichannel campaign spanning TV, OOH, print ( including Vogue 125th, GQ 60th), digital, social,
in-store, and mobile across US and Canadian markets.
Strategic Leadership Impact
Launched successful global celebrity campaign simultaneously across 8 channels:
TV, print, digital, social, mobile, in-store, outdoor billboards, and experiential
installations that bought Gap the best sales it had in over 10 years at that time
Delivered 800+ assets across bilingual markets (US/Canada)
in compressed timeline including large-format billboards, flagship
installations, direct mail, and promotional items
Managed cross-functional partnerships across marketing,
product, production, and technology
TV, print, digital, social, mobile, in-store, outdoor billboards, and experiential
installations that bought Gap the best sales it had in over 10 years at that time
Delivered 800+ assets across bilingual markets (US/Canada)
in compressed timeline including large-format billboards, flagship
installations, direct mail, and promotional items
Managed cross-functional partnerships across marketing,
product, production, and technology
Built scalable design systems and workflow templates
that improved team efficiency by 25%
Partnered with Workfront engineers to optimize the UX/UI
for our creative approval processes
that improved team efficiency by 25%
Partnered with Workfront engineers to optimize the UX/UI
for our creative approval processes
