Spin Creative partnered with Gap on a holiday-themed brand video at the end of 2013. The assignment was to create an engaging team-member facing brand video to be used as part of an All Hands Meeting across all Gap stores. The project goal: to rally in-store teams around the holiday to deliver the Gap brand experience to all of the stores’ customers.
The video consisted of an introduction from a Gap executive, a collage of team members from headquarters saying a single word about what it means to work for GAP during the holidays, and a closing message by the same executive.
Our goal was to create a video that was both compelling and eye-catching that would resonate with the emotions of Gap employees. The primary message was that Gap employees are “believers in bright,” especially during the holiday season.
The Gap Project Process
As we developed the video, we needed to meet the following objectives:
• The video needed to be optimistic and to appeal to “Millennials” and older team members alike.
• The message should be presented in a casual, non-rehearsed style.
• Team members on camera needed to represent all types of Gap employees.
We shot the video in late September, putting the executive and all of the team members in front of a green screen, which allowed us to limit the shoot to one location. During our editing we could then add in our chosen background image and color behind each person. It was a more efficient way to get all of the filming done, given that we had so many different people to capture.
At the completion of the project, we delivered English and French sub-titled versions on 900 DVDs, which also included a looped video of the Gap winter fashion show to play in stores.
We were pleased to hear that the video had an excellent impact on Gap employees at the All Hands Meetings at Gap locations. In fact, 84 percent of employees viewing the video said they were engaged or highly engaged while watching.
About Spin Creative
Spin Creative is a creative agency specializing in brand storytelling to engage, inspire and activate audiences. We design each project to engage viewers, increase audience reach and ultimately help power the success of a campaign, idea or brand.
If you need high impact advertising, digital and social brand storytelling to propel audience engagement, shoot us an email at firstname.lastname@example.org or call us at 206.686.6278 (Seattle) or 415.767.3645 (San Francisco). Our offices are in Seattle and San Francisco but we travel all over the world for our clients.