The opportunity was 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. The first introduced the hero product and cast member story, the second expanded the look through stills and motion, and the third offered a behind-the-scenes glimpse into their time on set. By extending each story across multiple touchpoints, the campaign maximized content while creating a more personal, 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.