Gap is releasing its first ever Instagram micro-series to celebrate the coming of Spring as part of the "Dress Normal" campaign.
Gap and Wieden+Kennedy New York have teamed with directorial team the Daniels of PRETTYBIRD to create the #SpringIsWeird Instagram series.
Premiering on Gap’s Instagram account, the micro-series tracks the burgeoning romance between the love struck duo of Slate and Dano, as they navigate chance encounters, first dates and moody Spring weather in the hope of finding their perfect fit. As they grapple with what is real and what is not, they begin to suspect that their lives may not be theirs alone.
The films feature Gap’s key trends of the Spring season, the form-fitting Resolution Denim, the new Spring-ready Khaki, and the go anywhere Jogger Pants
Here is episode one of the micro-series.
Credits
Client Gap Agency Wieden+Kennedy New York Susan Hoffman, David Kolbusz, executive creative director; Stuart Jennings, Nathaniel Lawlor, creative dirctors; Mike Vitiello, copywriter; Cory Everett, art director; Nick Setounski, head of content production; Jesse Brihn, sr producer; Hayley Parker, brand strategist; Jordan Schenck, interactive strategist; Jessica Abercrombie, social strategist; Hopper Stone, photographer. Production PRETTYBIRD Daniels, directors; Kerstin Emhoff, Ali Brown, exec producer; Tracy Hauser, head of production; Jonathan Wang, line producer; Sebastian Wintero, DP; Joe Carugati, post producer. Editorial Rock Paper Scissors Carlos Arias, editor; Lisa Barnable, post producer; Eve Kornblum, post executive producer; Joe Rounseville, Christian Oreste, Staley Dietrich, editorial assistants. VFX Rock Paper Scissors Edward Reina, VFX lead Flame; Candice Aquino, VFX CG artist; Charlyn Derrick, producer. Post Company 3 Tom Poole, colorist. Audio Post Heard City Keith Reynaud, Phil Loeb, Dan Flosdorf, moxers; Sasha Awn, producer. Music Alessandro Tabora, artist
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
