Gap - Live In Technicolor

Gap came to us with a dilemma; they wanted to spark an unexampled cultural movement while maintaining their reputation for dominating fashion basics. After brainstorming, we saw that the vibrant colors Gap used in its spring line were its unique selling proposition. And this led to our solution; Gap should let people experience the massive effect color has on people’s lives, mood, energy, etc. And with that, we created LIVE In Technicolor.

Carefully, bathing specific sections of the store with a special yellow light would cause customers and salespeople to appear black & white; so that when the shopper looked at the products the colors would erupt in their eyes.

Carefully, bathing specific sections of the store with a special yellow light would cause customers and salespeople to appear black & white; so that when the shopper looked at the products, the colors would erupt in their eyes.

ROY G BIV CodesWe wanted to break the rules with color, even in the tiniest of places. So we took the most conventional and staid part of retail - the black and white scan code - and made them pop with color.

ROY G BIV Codes

We wanted to break the rules with color, even in the tiniest of places. So we took the most conventional and staid part of retail - the black and white scan code - and made them pop with color.

There are always certain places that are lit up, only to reveal the dinge and dirt that we instinctively try to avoid. Then comes along Gap, using technicolor to light up street tunnels, subway tunnels & unsavory corners, allowing people to experience how color transforms everyday, unpleasant experiences into stunning, mind-altering experiences!

There are always certain places that are lit up, only to reveal the dinge and dirt that we instinctively try to avoid. Then comes along Gap, using technicolor to light up street tunnels, subway tunnels & unsavory corners, allowing people to experience how color transforms everyday, unpleasant experiences into stunning, mind-altering experiences!

Integration With an Interactive Twist Let’s prompt people to text different codes to OOH media and then, subsequently, watch the colors of the ads change to their technicolor of choice!

Integration With an Interactive Twist

Let’s prompt people to text different codes to OOH media and then, subsequently, watch the colors of the ads change to their technicolor of choice!

The Sound Of TechnicolorMake the buildings of the city an equalizer — in technicolor. This can also be done on bridges, tollbooths - or really any continuous structure that utilizes light.

The Sound Of Technicolor

Make the buildings of the city an equalizer — in technicolor. This can also be done on bridges, toll booths - or really any continuous structure that utilizes light.