The assignment was to design an experiential campaign for the Gap brand to increase awareness of the brand and increase sales.
I designed a mother's day experiential campaign targeted towards mothers. The purpose is to create positive associations with the Gap Body brand and embrace Gap's values. The approach is to make mothers feel good in their bodies and in the Gap Body clothing. The campaign celebrates mothers' bodies at all phases, and welcomes them to embrace their individuality, which is a core aspect of the Gap brand.
The results of this campaign are a maternity photoshoot in Gap Body lingerie and an event space that includes a gallery exhibition showcasing the body positive photography. Along with the gallery exhibition, mothers are welcome to relax and enjoy time off with complimentary pedicures and spa treatments. They also have access to specialty "Art of Motherhood" merchandise for sale in the environment. The environment is designed to be a relaxing space for mothers to enjoy time away from the stress of everyday life. It also gives mothers the chance to see real, relatable women in Gap Body clothing rather than models.