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.
All original content (plus other relevant content that we resurfaced) appeared on an equal pay-themed landing page — a resource for visitors to learn more about the wage gap, and for female visitors to calculate how much they could potentially lose via an interactive calculator.