September 17th, 2014

Act Normal

We’re throwing out a High Five to David Fincher and Wieden & Kennedy NY for their killer new Gap campaign.

Shot in black-and-white, each spot plays like a mini-noir vignette to a larger story, with just the right amount of intrigue and nod to the product. It’s a departure from The Gap’s status quo which are generally vibrant and playful ads, instead playing to the director’s strengths: weaving together a story through dynamic, dark imagery. And Kudos to The Gap for embracing this cool brand positioning and allowing Fincher’s storytelling to let their clothes shine – or in this case, be normal.