GAP / Pride

Gap’s Global 2019 Pride Month campaign celebrates “love all ways” and what is truly timeless: being true to oneself and one another... [+]

As the mother to Penel Ghartey, a transgender boy, Jodie is known for her courageous and poetic book The Bold World: A Memoir of Family and Transformation, which explores identity, gender, race, and authenticity to tell the real-life story of a family’s history and transformation. She has become an activist in the LGTBQIA+ community with a determination to create a more loving world — not only for her son, but for all.

Shot in classic black and white portraits, we captured the honest and authentic dynamic of what it means to love and be loved within Jodie's chosen family. Courageous, loving, and open-hearted trailblazers, Jodie’s chosen family includes friends, relatives, mentors, and neighbors. Within the campaign portraits, Jodie and her chosen family wear the Gap 2019 PRIDE collection, featuring messages of love and acceptance along with a signature limited-edition tee designed & written by Jodie herself.

This global holistic campaign extended across all media platforms while seamlessly integrating through all of Gap's channels — including GapKids, babyGap & GapBody. And it's impact and influence was tenfold — expanding with each 'family member' and their 'extended families.'


anthem film

print / adult

print / kids & baby

social content

social influence


limited-edition apparel

GapBody campaign expansion / film

GapBody campaign expansion / print


© 2015 Shebang Inc.

All rights reserved.