We're often asked to make social media versions of projects in various vertical aspect ratios – after the fact. And it typically doesn't turn out well when it's an afterthought.

However, this project for Gap was unique in that the primary deliverable was vertical from the start, and was shot with that in mind. We were then able to focus on telling the story, following the talent through his history lesson, instead of worrying about what to compromise on not showing. A still challenging but fun project.