Gap Next Gen
Icons Campaign

I was the Lead Designer on Gap’s Fall 2022 Next Gen Icons campaign, reimagining six flagship products as art-gallery installations, pairing each with influential cultural figures to bring the concept to life.

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

FALL 2022

Gap Next Gen Icons Campaign

Gap Next Gen
Icons Campaign

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

I worked as the Lead Designer for Gap’s Fall 2022 Next Gen Icons campaign, which celebrated six of Gap’s iconic flagship products. The campaign reimagined these icons as art gallery installations, paired with influential cultural figures.

A NEW APPROACH

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.

In collaboration with Editorial and Marketing partners, we balanced product, talent, and brand storytelling to deliver a more immersive campaign experience. This shift marked a meaningful step forward for the brand, embracing a more social-first mindset.