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
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
