Back to Blue
Campaign created during Gap’s repositioning period, Back to Blue was designed to reconnect the company to its roots while reintroducing it to a new generation. The creative leaned into simplicity, confidence, and emotional clarity — a visual reset centered around denim, identity, and restraint.
My role included creative direction and concept development across video, social media, and digital — working closely with casting, photography, and production teams to shape a campaign that felt both essential and contemporary.
Agency: Alldayeveryday
Creative Director: Clayton Crocker
Art Director: Monica Nelson
Designer: Othelo Gervacio
Photography: Tyrone Lebon
Social Content
Embracing the idea that “I’m comfortable with not having it all figured out yet, but I'm going to show up” we gather a diverse range of personal stories to create a powerful narrative that captures authenticity.
Studio Photography:
Tyrone LebonFilm moments #BacktoBluePolaroids moments #BacktoBlue
Story moments #BacktoBlueFilm moments #BacktoBlueStudio Photography:
Tyrone LebonStudio Photography:
Tyrone LebonProduct moments #BacktoBlue
Story moments #BacktoBlueSocial moments #BacktoBluePolaroids moments #BacktoBlue
Product moments #BacktoBlue
Film moments #BacktoBlueStudio Photography:
Tyrone LebonProduct moments #BacktoBlue
Studio Photography:
Tyrone LebonStudio Photography:
Tyrone Lebon
Lived-In
One of several seasonal campaigns developed during Gap’s repositioning phase, this project focused on reflecting the brand’s lived-in simplicity and everyday authenticity. The creative leaned into casting, styling, and tone that felt natural and familiar — a shift from more polished, aspirational campaigns of previous seasons.
Creative direction included photography, art direction, and visual identity across digital, and in-store.
Agency: Alldayeveryday
Creative Director: Clayton Crocker
Writer: Jackie Linton
Art Director: Eric Wrenn
Photography: Koto Bolofo
Social & Editorial Content
Studio Photography:
Koto BolofoProduct Photography: Joanna McclurePhotography:
Koto BolofoProduct Photography: Joanna McclurePhotography:
Koto BolofoProduct Photography: Joanna McclureStudio Photography:
Koto BolofoProduct Photography: Joanna McclureProduct Photography: Joanna McclureProduct Photography: Joanna McclureProduct Photography: Joanna McclureProduct Photography: Joanna McclurePhotography:
Koto BolofoEmail & Marketing