Gap needed a creative approach to promoting their annual holiday sales event. The solution: Reindeer. We traveled to the frozen tundra of wintertime Minnesota, attached GPS trackers to a herd of reindeer and used their movements to determine which items to put on sale. To promote the campaign, we created this video by filming the herd over a period of three days in sub-zero temperatures and, in the process, learning the finer points of reindeer behavior.

Client: AKQA / Gap

Role: Director, Editor & CloseUp Reindeer Cameraperson