WHAT’S MISSING? You’d notice if 21 percent of your outfit was missing. What if you learned 21 percent of your paycheck is missing?
To highlight Gap Inc. as a leader in Equal Pay, we created #CloseThePayGap — an interactive digital experience that aimed to educate and empower millennial women to take a stance on equal pay.
The visually led campaign featured images of Gap Inc. employees missing 21 percent of their outfits, designed to convey strength (positioning Gap Inc. as an ally and a resource), highlight both female and male employees from across Gap Inc. brands, and feel authentic to the fashion brand.
I worked with Gap Inc.’s content team to conceptualize, recruit models, organize and art direct the photo shoot — including altering the denim jackets and otherwise removing about 21 percent of each employee model's outfit. I also did all photo editing and post-production work for the images.
At the shoot, we also took the opportunity to film video of employees interacting with their outfits (and the missing 21 percent of fabric), which we turned into an engaging 15-second video. This ended up being our highest-performing asset on social media.
I also provided art direction on an equal pay-themed landing page, which served as both a content hub for Gap Inc. and a resource for female visitors to calculate how much they could potentially lose to their male counterparts over the course of their careers.
As a follow-up to the 2016 #CloseThePayGap campaign, above, our team was tasked to come up with a more-positive angle for 2017. Inspired by a product laydown image of Gap sweaters linking arms, we decided to create a similarly styled image of employees from across the enterprise linking arms in solidarity. We invited employees from Gap Inc. business resource groups to be a part of the photo/video campaign, showcasing how Gap Inc. stands for and celebrates equality leading into Equal Pay Day.
Conceptualized the SFBG’s 2013 Best of the Bay Issue theme — Sounds of the City — and worked with artist Robert Trujillo to create an illustrative cover and four full-page illustrations to accompany each of the issue’s sections.
Provided art direction on this Cindy Sherman-themed photo feature, which had prominent San Francisco drag artists re-create some of Sherman's iconic photographs. This SF Bay Guardian feature was syndicated by the Huffington Post, Lomography Magazine, and others.
Produced this two-page graphic feature on the life and work of Internet activist and icon Aaron Swartz with illustrator Sean Morgan.
Conceptualized and styled this updated version of The Rolling Stones' "Let it Bleed" album cover for the SF Bay Guardian's Music + Food issue.
Worked with illustrator Lisa Congdon to transform SF poet laureate Alejandro Murguía’s poem “16th & Valencia” for the SF Bay Guardian’s 46th Anniversary Issue.
Collaborated with illustrator Patrick Sean Gibson to produce this cover for the SF Bay Guardian’s Streets Issue, paying tribute to common SF street scenes and iconici architecture, and taking color and font inspiration from the 1970s.
Worked with photographer Michael Keeney to capture Krylon Superstar in a wedding dress, holding a molotov champagne-cocktail, ahead of the same-sex marriage ruling. Since the cover would print before the outcome was announced, we had to capture images (and create copy) that would work for both outcomes.
What does the future of San Francisco transit hold? Worked with artist Matthew Smith on this comedic illustrated feature.
Worked with Oakland illustrator Jen Oaks to create this illustration of popular Internet cats playing poker, representing the “big business” of cats on the Internet.
Art directed this fashion photo shoot, in addition to creating the collage-style layout. Fashion photography by Cabure Bonugli (a.k.a. Shot in the City); San Francisco photography by Reynaldo Cayetano Jr.