We launched GAP’s watchmechange.com as part of an integrated plan to communicate the transformation of Gap stores in key markets to a completely new look and feel. Each medium in the plan played a different role–some more rational than others.

Watchmechange.com was created to entertain and link to the aspirational idea of “change”: the notion that a small change (such as a new pair of chinos) is just the beginning of what can be many big and beneficial changes.

We developed a fully interactive website where we guide users through a detailed step-by-step construction of an online model of themselves so they can send themselves to a friend to perform strip-tease dance into the dressing room where they will change into a GAP outfit.

Role: Art Director & Designer
Responsibility: Microsite Design & Direction