Gap Inc.
E-commerce
Role: Photo Art Director | E-commerce advertising for Gap, Gap Kids, and Old Navy stores online is featured here. My role as an on-set art director for numerous Gap Inc. photo shoots generated hundreds of images, driving product promotion and bolstering sales across the Gap family of brands.
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Photo Art Direction
Video Art Direction -
The challenge lies in managing Gap’s high-volume e-commerce shoots (often exceeding 100 shots daily) to maximize resources and talent. As the creative lead, I must strike a balance, ensuring productivity, and alignment with marketing goals while simultaneously minimizing stress, and nurturing a positive team dynamic.
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I consistently set the pace at the beginning of the day by collaborating with the crew (stylist, model, hair & make-up, digital tech, and assistants) to establish the day's milestones. With swift edits and decisive calls for each shot, I keep the entire team on schedule to achieve our agreed-upon goals.
Additionally, I ensure there's a great playlist to keep everyone in an upbeat mood. As a result, we consistently met and even exceeded productivity goals in every photo shoot, leading to maximum efficiency and enhancing Gap Inc.’s bottom line.
Gap
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Gap •
Advertising Concepts
Old Navy
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Old Navy •
Gap Kids
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Gap Kids •
