Gap Fall 2022 Campaign

Creative Direction: Len Peltier
Art Direction: Helen Ghaibeh, Temi Oyelola
Design: Temi Oyelola
COPY: Chelsea McCoy

I worked as the Lead Designer, designing digital assets for Gap’s Fall 2022 Next Gen Icons Marketing Campaign. The goal of the campaign was to present a modern take on Gap’s iconic flagship products: The Big Shirt, Denim, Khaki, Logo Hoodie, and The Pocket Tee—reimagining these products as art gallery installations paired with iconic cultural figures.

I pitched a new take on Instagram grid campaign takeovers. Instead of Gap’s usual approach of posting a single image, spread over 6-9 posts, I thought to give each campaign cast member their own row of 3 carousel posts on Gap’s organic Instagram grid, creating a more user-friendly and graphic expression of still, animation, and editorial content. I collaborated with Editorial and Marketing partners to balance product, talent, and brand storytelling; creating an immersive campaign that was a step-change for the brand towards a more social mindset.