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Marlon Jones (Creative Director & Founder of Society Seven) was tasked with the Creative Direction and campaign for one of the first ever YZY x GAP wholesale pop-up events in Toronto, Canada. This campaign consists of the unreleased blank collection that never released publicly in North America. This photoshoot editorial is an ode to the entire YZY x GAP collaboration and had the mission of displaying the “blank-ness” of the clothes through the openness of the each shot that allows you to truly hone in on the products and its intention being able to be layered.
Client: NowThisMagazine
Modelled by: Jamoi Smith, Lauren M
Shot by: Andal
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RESEARCH.
PRODUCT.
02
BILLBOARDS.
The billboard graphics were designed to capture attention through their bold use of negative space and striking imagery. Each billboard featured close-up shots of the garments, focusing on their unique textures and construction details, set against a stark, monochromatic background. The typography was kept minimal, echoing the collection’s aesthetic, and strategically placed to guide the viewer’s eye
Uncovering the core values of the Yeezy x Gap brand helped to conceptualize the floor plan. It was used for the merchandising, consumer walk-flow, and projection mapping during the 4 day event.
ART
HISTORY.
The store design for the YZY x GAP pop-up in Toronto was conceived to reflect the collection’s core principles of simplicity and openness. Influenced by modern architectural references and minimalist interior design. The environment was both inviting and contemplative. Clean lines, neutral color palettes, and open spaces were key elements in the layout, allowing the products to take center stage. The use of natural light and strategic spotlighting accentuated the textures and craftsmanship of the garments. This design philosophy ensured that the store itself became an extension of the collection, providing a cohesive and immersive shopping experience.
FLOOR PLANS.
STORE DESIGN.
METAVERSE.
ART
INSTALLATION.
3D animation bring the garments to life in a dynamic and engaging way. Drawing inspiration from the faceless and kinetic sculpture silhouettes Kanye was using at the time.
Tasked with coming up with the campaign for the Yeezy x Gap wholesale activation in Toronto. As the Creative Director my role was to curate and execute the campaign rollout top to bottom which included Store Design, Photo Editorial, 3D animation for digital marketing rollout and in-store installation. I put these results together with only seven days notice of the event. We had foot traffic of 3000 over four days, and all 5000 units sold out.
YEEZY.
GAP.
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Styling choices over-emphasize layering and highlighted the versatility of the Blank Collection. This showcased how the pieces could be effortlessly integrated into various styles.
YEEZY x Gap.
Live Event
Creative
Direction
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Marlon Jones (Creative Director & Founder of Society Seven) was tasked with the Creative Direction and campaign for one of the first ever YZY x GAP wholesale pop-up events in Toronto, Canada. This campaign consists of the unreleased blank collection that never released publicly in North America. This photoshoot editorial is an ode to the entire YZY x GAP collaboration and had the mission of displaying the “blank-ness” of the clothes through the openness of the each shot that allows you to truly hone in on the products and its intention being able to be layered.
Client: NowThisMagazine
Modelled by: Jamoi Smith, Lauren M
Shot by: Andal
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