Premiered 2019 · Gap #Print#Film
Launching Gap's 50th denim campaign — an anthemic film and print series that brought a new generation together with denim.
Why
Gap wanted to launch their 50th denim campaign with an anthemic film and print series that revisited their heritage of inclusion and diversity.
What we made
Denim is the equalizer of us all — everyone gets ready the same way and puts their pants on the same way, one leg after another. So we tapped Gap's heritage and brought a new generation — inclusive of all kinds of people and styles — together with denim.
The Making Of Notes
A personal note: I was part of the small team that won the Gap new business with this concept, and I sold through the photography style inspired by Tyler Mitchell's Vogue shoot with Beyoncé — Tyler became the photographer for the entire campaign. Gap wanted modern but kept the classic white background, and my favorite part was the casting: finally, a real, modern variety of people, shapes, and sizes. It was the first step of Gap evolving into a more modern space.
The Print Campaign
Shot by Tyler Mitchell on Gap's classic white background — the modern cast, all kinds of people and styles, together in denim.
It's Our Denim Now: Anthem
The film at the top of the page — the anthem that launched the campaign, directed by Fleur Fortuné. Stills below.
It's Our Denim Now: Soft Denim
A second film from the series — same equalizer idea, softer denim.
Credits
- Agency
- Johannes Leonardo
- Group Creative Director
- Samira Ansari
- Creative Directors
- Omid Amidi & Alexis Jabbour
- Photographer
- Tyler Mitchell
- Director
- Fleur Fortuné
- Music
- "Move Together" by Ndidi O