Laird+Partners for Gap 

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Gap

Job: Create a new print campaign emphasizing classic looks.

Agency: Laird+Partners, New York.

Creative team: Creative Director Trey Laird; Photographer Annie Leibovitz; Account Director Jackie Blum; Producer Leigh Donaldson.

The plan: The "Classics Redefined" print campaign will run in September issues of national magazines including Vogue, Vanity Fair, Lucky, Interview, Harper’s Bazaar, Elle, GQ and Dwell. The campaign also will be featured in Gap stores, online and in outdoor elements, such as billboards and bus shelters, in select markets.

The theme: "Classics Redefined"

The concept: Gap has been renowned for its powerful portraiture for decades, and this fall, Gap celebrates the spirit of this legacy with the introduction of "Classics Redefined" — an innovative new advertising campaign captured by acclaimed photographer Annie Leibovitz. Launching this August, the campaign features a series of modern portraits of awe-inspiring individuals from a range of artistic fields including Grammy Award-winning musician John Mayer, comedic "It girl" Sarah Silverman and Oscar Award-winning actor Forest Whitaker. "Fashion portraiture is a subject near and dear to Gap. Our advertising has always put the individual ahead of the clothes," said Don Fisher, founder of Gap. "Whether it’s a celebrity, a writer, a performing artist or a model, the person is always the art, the clothes the frame that sets them off. A photo is a way to capture that moment so it doesn’t pass. And a compelling portrait is a way to make sure it lives on forever."

Trey Laird

Age: 43

Position: Founder and creative director at Laird+Partners

Education/background: University of Texas at Austin

Working on next: Gap’s holiday ad campaign

About The Author

Staff Report

Staff Report

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A daily newspaper covering San Francisco, San Mateo County and serving Alameda, Marin and Santa Clara counties.
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