I set out to create a more engaging and visually impactful social experience for Gap's seasonal campaigns. I pitched a new strategy for the campaign‘s social rollout on Instagram, shifting away from Gap’s usual approach of posting a single image split across 6–9 posts. Instead, I proposed dedicating a row of three carousel posts to each campaign cast member, creating a more user-friendly and visually engaging display of stills, animations, and editorial content.

The creative strategy was built around revealing different sides of each cast member across a sequence of three social posts, each aligned to a different stage of audience engagement. The first introduced the hero product and cast member to build awareness, the second provided deeper context around the product’s history and cultural relevance, and the third offered a behind-the-scenes glimpse into their time on set to create a more personal connection with the audience. By extending each story across multiple touchpoints, the campaign maximized content while creating a more immersive, less sales-driven social experience.

The result of this campaign set a new standard for how Gap rolled out campaigns on social. Compared to the previous year, the campaign drove a 50%+ increase in engagement, demonstrating the impact of a more dynamic, content-rich storytelling approach.