Gap

Nov 2024

Gap returns to its core identity in this Holiday 2024 ad campaign, leaning into a vibrant, high-energy aesthetic that celebrates individual style through the lens of effortless seasonal comfort. Under the visionary creative direction of Calvin George Leung, the campaign trades grandiose festive clichés for a stripped-back, high-street fashion approach. Photographer and director Samuel Bradley utilizes a combination of studio strobe and natural light to capture the tactile quality of the collection, highlighting the rich textures of the knitwear against minimalist backdrops. The imagery moves with a rhythmic, performative quality, integrating live-action technique to depict talent in motion—singing, playing guitar, and interacting with a playful array of holiday fairy lights. Stylist Caroline Newell curates a palette of bold primary colors and classic denim that feels both nostalgic and distinctly modern, while hair by Rachel Lee and makeup by Homa Safar maintain a polished, lived-in freshness. By placing a diverse cast on clean, neutral stages, the work keeps the focus squarely on the warmth of the garments and the candid joy of the season. With subtle set design by Colin Donahue grounding the space, the project succeeds as a commercial narrative that feels approachable and authentic, stripping away the excess to let the strength of the seasonal wardrobe shine through in every frame.

Lifestyle, Commercial

Natural light

High Street Fashion, Fashion