For Gap's Holiday 2013 campaign, Allday produced an online Gift Guide featuring twenty six days of curated gifting inspiration.

Working with Tyrone Lebon, we created lifestyle photography alongside product still-life and collaborated with VSCO to show off Gap’s refreshed Winter collection.

Daily shopping inspiration from black friday through christmas eve, sparking conversation and driving traffic online and in-store.

The A-Z campaign told product story and drove sales while celebrating the value of thoughtfulness in creating experiences, memories and moments for sharing.


We created twenty six themes to instigate shopping occasions every day between Black Friday and Christmas. Each theme corresponded to a core Gap product, and was shared through social and email to create daily conversation through the holidays.

E-Commerce Destination

Central to the campaign was a destination site that contained the complete collection of content merchandised alongside shoppable product.

The site was deployed globally, in eight languages across fourteen countries, with multiple integrations into Gap’s online commerce back-end systems, and was designed to be responsive and performant across mobile, tablet, and desktop browsers.

Content Activation

For the duration of the campaign a daily collection of assets - life style portraits, product photography, and social CTAs - were deployed across Gap’s international social channels (Instagram, Facebook, Pinterest, Twitter, & Email).

VSCO Partnership

As an additional component to the campaign, we partnered with seven talented VSCO photographers to interpret key themes from the Gap Winter collection. The photographers themselves were featured in the campaign and their work was published on the Gap x VSCO grid and Gap's social channels.