To support a major Gap Inc. initiative encouraging teams to work collaboratively across departments and functions, I embedded myself with the Banana Republic design, merchandising, tech design and production teams as they traveled to Hong Kong to review early clothing samples and co-create with vendors.
It was important to show how team members from different functions worked together in one room to create something beautiful and unique with customers in mind — often re-shaping garments on-model, or in some cases coming up with something completely new in response to a new fabric technology shared by vendors.
I shadowed the team for one full week, also directing a local photographer and videographer to capture imagery that we could use in both internal and external storytelling (once product hit stores).
I created an internal series of stories and an internal video, which we then shortened and re-cut for external use once the featured product hit stores. See how this content strategy came to life externally:
- Sketch to Store: Banana Republic + Gap, Winter 2016 (written in absentia, based on the first trip, but featuring new photos of new product)
While in Hong Kong, I also wrote stories and captured photos for two other content series — opportunistically using my time and location to create as much content as possible, while also being able to showcase Gap Inc. as a global company.