Gap: Born To Fit

Gap wanted to become culturally relevant again, starting with their denim. They launched a new line of jeans— 1969— and a "Born to Fit" print campaign around it. We created relevance by taking the brand into the new, terrifying world of social media. To do it, we created an iPhone app, partnered with major fashion blogs, and built an interactive Facebook hub (first of its kind) where people could learn about the jeans, share tips, and talk about their personal style.