DORIAN CHEN

The “Jeans Take Shape” campaign for Gap was a global, integrated campaign spanning print, outdoor, and TV. As the creative lead, I guided the campaign from concept through execution.

This project presented a unique challenge beyond a typical fashion campaign. It combined illustration with photography, required high-volume production, and demanded an extremely fast turnaround. To address this, I developed a flexible creative system that allowed each execution to feel visually distinct, while still maintaining consistency and adaptability across multiple formats.

For the TV commercial, I partnered closely with the animator to bring the illustrations to life, integrating movement, dance, and live-action footage to create a highly energetic and engaging film.

The campaign delivered strong impact, achieving both commercial success and artistic recognition. The wild postings in particular resonated with audiences, many were even taken from the streets and kept as collectibles.