Lisa Prisco, who recently ended her four year tenure as creative director at the Gap’s San Francisco-based in-house ad agency, has launched a directing career, signing for exclusive commercial and music video representation in the U.S. with Los Angeles-headquartered A Band Apart.
While Prisco, who is based in Los Angeles, has yet to make her directorial debut, Michael Bodnarchek, co-president/co-CEO of A Band Apart’s spot and music video operations, said he is "one- hundred percent confident that she has what it takes." In recent years, he has worked alongside Prisco on several Gap campaigns helmed by A Band Apart directors, including McG, who directed "Khaki Country," and Phil Harder, who helmed the holiday spots featuring Johnny Mathis, Rufus Wainwright and Everclear.
"She’s a great idea person, has great taste and understands the process of filmmaking," said Bodnarchek. "And when it comes to building brand and sustaining an identity, her experience is incredible. At the Gap, she did it strong and simple. Just think how many people copied that signature style."
A Band Apart may produce some spec ads to showcase Prisco’s directorial talents. Initially, Bodnarchek said, the shop will pursue fashion-oriented work, but he believes she has the potential to transcend that market. Prisco was unavailable for comment at press time.
Prisco, who exited the Gap several months ago, was not involved in the retailer’s most recent television campaign, which was a joint effort between the Gap and Boston agency Modernista!. Directing team Dayton/Faris (Jonathan and Valerie, respectively) of bicoastal Bob Industries helmed the spots "Slow Down," "Kiss," "Snowflakes" and "Light Bulb." The latter was a Top Spot (SHOOT, 12/1, p. 14).
According to Gap spokeswoman Anna Lonergan, Scott Hawley is now creative director at the retailer. However, she added that his priority is print advertising. The company has not announced whether its spring television campaign will be created in-house, or if an outside agency will again be hired.
Prisco joined the Gap 13 years ago and ascended the ranks from production artist to designer, art director and eventually VP/creative director. In her most recent role, she headed up the television, print, outdoor and Internet campaigns for the Gap, GapKids and babyGap. Under Prisco’s stewardship, the Gap was singled out as 1998’s marketer of the year by Advertising Age. The following year, media magazine Brill’s Content named Prisco one of the most influential people in media.
One of Prisco’s final ad campaigns at the Gap was directed by Mike Mills of The Directors Bureau, Hollywood, and debuted on the Academy Awards (SHOOT, 3/17, p. 7). The four West Side Story-themed spots were: "Mambo," "America," "Cool" and "Khaki A-Go-Go."
Equally colorful was the preceding "That’s Holiday" campaign. Directed by Michel Gondry of bicoastal/international Partizan, the spots—"Trees," "Kids" and "Mountains"—were a kaleidoscopic throwback to the musical productions choreographed for Hollywood films by Busby Berkeley in the1930s and ’40s. "Mountains" was a Top Spot (SHOOT, 12/17/99, p. 14).
Earlier campaigns headed up by Prisco include the minimalist "Everybody in…" spots, featuring a room full of motionless young people similarly clad in either vests, corduroys or leather jackets, and singing a classic tune. For instance, "Everybody in Vests," helmed by Pedro Romhanyi of Oil Factory Films, Hollywood, featured Madonna’s "Dress You Up." This ad also earned Top Spot distinction (SHOOT, 8/20/99, p. 12).
A three-spot campaign from the spring of ’98 is generally credited with putting the Gap’s advertising on the map—most notably the "Khakis Swing" commercial, which featured swing dancers in khakis, and several freeze-frame sequences. Matthew Rolston of bicoastal Venus Entertainment directed the ad, which was another Top Spot (SHOOT, 5/15/98, p. 14). Meanwhile, "Khakis Groove" was directed by Roman Coppola of The Directors Bureau, and "Khakis Rock" was helmed by the Pate Brothers, who at the time were with bicoastal Villains.
A Band Apart Commercials is repped nationally by Creative Management Partners, bicoastal and Chicago.
