Gap's holiday campaign for 2019, 'The Hoodie' tells the story of a young boy and his mother and the evolution of their relationship over the years.
Directed by AG Rojas, the film showcases the love and timeless bond between a mother and son told through the lens of a single Gap hoodie, one of the brand’s most iconic items of clothing. The Gap hoodie serves as the vehicle in which the spot moves through decades of nostalgia and moments of intensity in the forming of this familial relationship.
A part of the 'Gift the Thought' brand platform, Gap wants to celebrate how much you really know the person that you’re gifting to and put thoughtfulness back into those relationships, because the best gifts are given with meaningful intention.
Agency: Johannes Leonardo
Production Company: Park Pictures
Directed by: AG Rojas
Jackie Kelman Bisbee
Produced by: Pete Vitale
Director of Photography: Alexis Zabe
Art Director: Chris Jones