GAP: The Missing Pair

THE ASSIGNMENT: Nothing is more universal than denim — specifically, blue jeans. But in a category where so many brands are blurring together and blending in, how can one of the original greats stand out?

INSIGHT: Everyone owns multiple pairs of jeans. And, everyone has one pair they always reach for.

IDEA: Gap Jeans are the ones missing from your closet. Because they’re the ones you’re wearing.