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GAP

Make Love - Holiday 2013
 

For Holiday 2013, Gap launched Make Love — a campaign that challenged the conventions of typical holiday advertising by infusing the season with a message that was both bold and tender. Art directed by Brynn Heminway and photographed by David Sims, the campaign embraced a deliberately provocative tagline meant to cut through the safe, saccharine tone typical of holiday advertising.
 

The phrase Make Love was both playful and bold — warm on the surface, with a wink of irreverence. It invited interpretation, sparked conversation, and ultimately reflected Gap’s belief that love — in all its forms — is the most powerful thing we can give. Under Heminway’s art direction, the creative approach leaned into minimalism and intimacy: clean compositions, striking contrasts, and real human presence.
 

The cast featured an eclectic mix of artists, musicians, and families — Tony Bennett, Cyndi Lauper, Harry Belafonte, Billy Porter, Q-Tip, Waris Ahluwalia, Quentin Jones, and the Cousteau siblings, among others — chosen not only for their cultural impact, but for their authenticity. Each portrait told its own story, underscoring a message of love as personal, fluid, and inclusive.
 

At a time of year typically dressed in tradition, Make Love was a modern gesture. It reimagined the holiday campaign as something more honest, diverse, and emotionally resonant. Through its creative direction, the campaign reaffirmed Gap’s identity not just as a purveyor of American basics, but as a brand that believes in the power of human connection.