DORIAN CHEN

Colorful twist of US jeans campaign for Japan Corduroy

The “Get Your Groove” corduroy campaign for Gap Japan was an integrated campaign spanning print, digital, and outdoor, with a full subway takeover as one of its key highlights. 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 maintaining consistency and adaptability across multiple formats.

For the subway takeover, we transformed an entire train into an immersive brand experience. In addition to the exterior car wrap, the interior environment was fully reimagined. High-touch placements, particularly the hanging posters, were produced using actual corduroy fabric, allowing passengers to physically engage with the material and experience its softness firsthand. The color variations were also integrated into the design, subtly communicating the range of available styles.

The activation was highly successful and resonated strongly with commuters. Many of the hanging posters were even taken by passengers and kept as collectibles.