Relearn the Khaki


What’s the first thing that comes to mind when you hear the word “khaki”? Dull, right? Beige. Boring. Stiff.

For GAP’s 2020 Spring Collection, we wanted to prove the opposite by inviting people to relearn the khaki,
because at GAP, khaki is in fact colorful, stretchy, comfortable and stylish.

This also marks the first time in over a decade that GAP has shot outside the studio space, making it the perfect moment to introduce our new generation of thinking.




It’s our denim now.

Gap wanted to launch their 50th denim campaign with an anthemic film and print series that revisited their heritage. 

Everyone puts on denim and gets ready the same way, by putting their pants on one leg at a time. But what we do after that is what sets us apart. And when we do it together, there is something positive that can from it. 

AdAge: Gap Showcases Denim In All Shapes And Sizes In Diversity-Themed Campaign

The Impression: Gap Denim Fall 2019 Campaign by Johannes Leonardo

The Muse by Clio: Gap Celebrates the Unifying Power of Denim in First Ads by Johannes Leonardo

High Snobiety: Gap Enlists Star Photographer Tyler Mitchell for Youthful New Campaign

The Drum: Gap demonstrates denim versatility with a seamless contemporary dance

The Zoe Report: Gap’s Fall 2019 Campaign Features The Throwback Pieces You’ll Want To Wear All Season




It’s not just the clothes, but the thought that lives on.

We all have that article of clothing that’s been truly “lived in”. One that’s stayed with us that doesn’t last just a wash cycle, but a life cycle. Whether it’s been stained, borrowed, whatever it may be, it holds a treasure trove of memories. 

So, we decided to tell the loving story between two people—in this case, a mom and her son—through the eyes of a red Gap hoodie. More importantly, it touches on the cross-generational impact only a brand as timeless as Gap can make.

The film launched “Gift the Thought”, a holiday program that ignored the typical price messages and turned every gift from GAP into a celebration of why a relationship matters.

Instead of being able to shop by gift name, consumers could shop by thought. Our Gift The Thought campaign ran globally and comprised of many moving parts online, in store, on the Gap website and in social.

AdAge: Gap Focuses On Digital With A Holiday Campaign That Won’t Air on TV

AdWeek: Gap’s Sweet Holiday Campaign Follows the Bond Between a Mother and Son

The Muse by Clio: Gap Unveiled Its Holiday Ad and, Spoiler, You Might Cry a Little Before It’s Over Sentimental stuff from Johannes Leonardo

Marketing Dive: Gap adopts sentimental tone for digital-focused holiday campaign