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
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
