Gap wanted something.
They just weren’t exactly sure what. Product was (finally) really great, but no one was paying attention. If Gap wanted to connect with new audiences, they had to let someone else tell their story.
Social by design, Styld.by turned over Gap product to taste makers to style, shoot and editorialize. Viewers could then browse the experience in-situ on any partner site or social media. It meant budget allocated for production would be used on Media. (Making it, perhaps, the first time in advertising history that a creative team chose a bigger media spend over a glamorous production shoot.)
While the CMO later admitted that handing over his brand was initially 'frightening,' Styld.by is still credited with helping Gap connect with new audiences. And launching a new category of marketing designed specifically for social.
Role: Group Creative Director / Writer
