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.

https://www.youtube.com/watch?v=6FJUSftHfKY

https://www.youtube.com/watch?v=g_8Gag5Mc74&list=UUqdlkI3mV3Ykw7IlKR9dwCA

https://www.youtube.com/watch?v=X8ANBQDkC0A&list=UUqdlkI3mV3Ykw7IlKR9dwCA

https://www.youtube.com/watch?v=LUXJKQbdxN4&list=UUqdlkI3mV3Ykw7IlKR9dwCA&index=5

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