GAPKIDS are Born to Be Wild

Nobody is more ambitious in embracing their truest and greatest self than a child. They’re unbridled, unfiltered, and full of enthusiasm. GapKids celebrates our children’s individuality by giving voice to their aspirations and by exploring what they love to do and who they were born to be.

Parents in the USA, Canada, the UK, Japan, and France entered their kid's photos for a chance to win a photoshoot for Gap Kids fall campaign. The user experience is mobile-focused, and we made it super-simple to upload a photo and enter the contest. Our awesome "add-on" was a doodle feature, perfect for parents and kids to decorate and share their photos—and thereby share our message. Not only did we beat 2015's record of 600k submissions, but we also filled Instagram and Facebook with the cutest kids and doodles.

Fun fact: I was also the illustrator on this project.

Copywriter: Jeremy Arkin
Art Director: Lauren D'Aloisio, Meijun Cai, Jay Espiritu
Creative Director/illustrator: Cat Penfold
Executive Creative Director: Kate Daggett