For fall 2013 Gap wanted to touch upon their denim heritage and long tradition as a brand supporting music and families. In print and broadcast we were challenged with the task of showing how casual denim equates to authenticity and family heritage.
With the legendary music photographer Danny Clinch behind the lens, our print campaign showed denim as a raw and authentic attitude towards life while broadcast used music as a means of tracing family tradition.
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For broadcast we showed family tradition through music heritage. We teamed up with Dahni Harrison and Alexa Joel Ray and had them choose a song from their parents music archive and create a rendition of that song through their own lens.