Linen moves.
Gap Spring 2024
Omni-channel Marketing Campaign
Linen moves. Starring Grammy award winning Tyla in a new interpretation of Tik-Tok’s viral sensation Jungle’s “Back on ‘74”. Celebrating self-expression + individuality through fashion, music, and dance.
Details
Video integration throughout the experience and storytelling sections with dancer quotations.
Emails
Explore – Consolidate – Create
Explore
From day 1 we knew this campaign would need all the movement we could get. To push dance in a new an inventive way across our e-commerce site. With the juxtaposition of portraits that show expressive movement and texture of linen.
Consolidated Ideas:
Individual dancer videos
Group shots in coordinating linen looks
Look book dance videos
Add to bag functionality
Cast quotes for emotion
Behind the scenes refresh
Social connection to engage further exploration.
Talent:
Tyla
Jungle Dancers
Credits:
Creative Direction: Invisible Dynamics & Calvin Leung
Editorial Lead: Jena Welsh
Copywriters: Roxanne Tavakoli & Ashley Matuszek