Gap: Advertising Campaigns
At Peterson Milla Hooks, I worked on 3 seasons of advertising campaings for Gap. I am grateful to have the opptunity to work with Dave Peterson who has helped me to grow as a creative leader.
TYPE:
ADVERTISING
ADVERTISING
YEAR:
2012 – 2013
2012 – 2013
2013 SUMMER CAMPAIGN:
For the 2013 Summer Campaign we were inspired by the core value of the Gap brand and created the “Back to Basics” concept. For the Art Direction we took away all the accessories and makeup. We also casted real friends to get the authenic interactions and expressions. To capture the sunlight and warmth on the skin, we went to Miami to shoot outdoors.
CAMPAIGN INFORMATION:
AGENCY: Peterson Milla Hooks
PHOTOGRAPHER: Josh Olins
CREATIVE DIRECTOR: Dave Peterson
ART DIRECTOR: Modi Li
PHOTOGRAPHER: Josh Olins
CREATIVE DIRECTOR: Dave Peterson
ART DIRECTOR: Modi Li
2012 HOLIDAY CAMPAIGN:
Celebration with the love ones is what holiday is all about. For 2021 Holiday Capaign, we want to highlight the different kind of love we have for one another and develope the concept “Love Comes In Every Shade”.
Michael J. Fox and his wife Tracy Pollan (representing true love) Rufus;
Wainwright and his husband artistic director Jörn Weisbrodt (representing married love);
Rapper Nas and his father, blues musician Olu Dara (fatherly love);
The cast of NBC’s 'The New Normal' (modern love);
Actress Aubrey Plaza (self love);
Actress Haley Bennett, mother Lani Bennett and grandfather Thomas Keeling (family love);
Actor Jack Huston and his dog Orso (puppy love);
Director Gia Coppola and actress Nathalie Love (best friend love);
Bandmates The Atomics (sibling love);
Actress Diana Garcia and musician Greg Rogove (in love).
Michael J. Fox and his wife Tracy Pollan (representing true love) Rufus;
Wainwright and his husband artistic director Jörn Weisbrodt (representing married love);
Rapper Nas and his father, blues musician Olu Dara (fatherly love);
The cast of NBC’s 'The New Normal' (modern love);
Actress Aubrey Plaza (self love);
Actress Haley Bennett, mother Lani Bennett and grandfather Thomas Keeling (family love);
Actor Jack Huston and his dog Orso (puppy love);
Director Gia Coppola and actress Nathalie Love (best friend love);
Bandmates The Atomics (sibling love);
Actress Diana Garcia and musician Greg Rogove (in love).
CAMPAIGN INFORMATION:
AGENCY: Peterson Milla Hooks
PHOTOGRAPHER: Peggy Sirota
CREATIVE DIRECTOR: Dave Peterson
ART DIRECTOR: Modi Li
PHOTOGRAPHER: Peggy Sirota
CREATIVE DIRECTOR: Dave Peterson
ART DIRECTOR: Modi Li
2012 SPRING/SUMMER CAMPAIGN:
“Be Your Own T” is the title of the Sping and Summer Campaign. Using t-shirts as a vehicle for expressing one’s unique qualities, and the Gap has reinvented its t-shirt collection to offer fits and styles for any personality or budget.
We also run an outdoor campaign where we used acutral t-shirts to form the letter T. At Times Square’s digital billboard we invited people to tweet photos of themselves in their favort t-shirt with the hashtag #BeYourOwnT for the chance of their pictured be displayed on the billboard.
We also run an outdoor campaign where we used acutral t-shirts to form the letter T. At Times Square’s digital billboard we invited people to tweet photos of themselves in their favort t-shirt with the hashtag #BeYourOwnT for the chance of their pictured be displayed on the billboard.
CAMPAIGN INFORMATION:
AGENCY: Peterson Milla Hooks
PHOTOGRAPHER: Chris Craymer
CREATIVE DIRECTOR: Dave Peterson
ART DIRECTOR: Modi Li
PHOTOGRAPHER: Chris Craymer
CREATIVE DIRECTOR: Dave Peterson
ART DIRECTOR: Modi Li
