Joy It Up: Gap Holiday International

Gap wanted to change the way people celebrated the holidays (without actually referring to the holidays) by creating fun new traditions. While we came up with many, a zillion rounds of reviews led us to settle with two; knitbombing (knitting sweaters for inanimate objects to warm the hearts of passersby) and lightmobs (putting far too many lights on vehicles and other less mobile objects). I worked with art directors Julia Melograna and Sun An to make these themes as bright, fun, and magical as possible. The campaign ran internationally with the heaviest pushes in Russia, the UK, Japan, and South Korea.