GAP - Play Your Stripes

Objective

GAP launched Play Your Stripes as a digital holiday campaign in collaboration with musician Blood Orange to create a culturally relevant interactive experience. The initiative aimed to engage audiences through music and fashion, leveraging the artist's contemporary appeal and the brand's iconic striped clothing aesthetic to drive digital engagement and brand awareness.

Solution

Play Your Stripes was an augmented reality web-based experience that used users' webcams to detect striped clothing and transform them into playable musical instruments. Users wearing striped garments could wave their hands over the stripes to play along to Blood Orange's track 'It Is What It Is' from his Cupid Deluxe album. The interaction was choreographed around the song's rhythm, allowing participants to perform their own personalized music video. The resulting videos could be shared on social media, creating a participatory loop. The campaign featured a live-action spot with Blood Orange and director Alex Da Corte demonstrating the mechanic, filmed with tightly choreographed performances.

Results

Not published.