David Fincher of Reset directed this package of Gap spots, including “Kiss,” out of Wieden+Kennedy, New York. Part of Gap’s new “Dress Normal” campaign, the commercials mark the company’s return to television.

“We want these films to get people talking.  Each one features a confident woman at the center and tells a story of how liberating it is when you are being your most authentic self.  We believe everyone who watches them will identify with one or more of the characters,” said Seth Farbman, Gap global chief marketing officer. “We were thrilled to work with David Fincher, one of the greats of modern American cinema and a superb storyteller.  His highly detailed and authentic style resonates with the Gap brand and these films truly bring to life what our ‘Dress Normal’ message means.”

The spots–which launch in the UK next week–are all shot in black and white, with a film noir feel, giving a subtle nod to a GAP fashion POV that black denim is the must trend this fall.
 

Credits

Client Gap Agency Wieden+Kennedy, New York Susan Hoffman, executive creative director/creative director; David Kolbusz, executive creative director; Stuart Jennings, creative director; Sheena Brady, copywriter; Kim Haxton, art director; Nick Setounski, head of content production; Alison Hill, executive producer; Lisa Delaney, producer; Erik Hanson/Hayley Parker, brand strategists. Production Reset David Fincher, director; Dave Morrison, exec producer/COO; Jeff McDougall, exec producer; Laura Miller, line producer; Jeff Cronenweth, DP; Don Burt, production designer; Trish Summerville, costume designer. Editorial Work Editorial Inc. Kirk Baxter, editor; Sari Resnick, post producer; Erica Thompson, post executive producer; Nate Gross, Mike Horan, Billy Peake, editorial assistants. Visual Effects The Mill LA & NY Sue Troyan, sr. exec producer; Dan Roberts, producer; Jillian Lynes, coordinator; Clairellen Wallin, NY producer; Tom Davies, James Allen, 2D lead artists; Robert Murdock, Tara Demarco, Timothy Crabtree, Jale Parsons, Brandon Danowski, Jamin Clutcher, 2D artists. Post Light Iron Ian Vertovec, colorist. Audio Sound Lounge Tom Jucarone, sound designer/mixer; Vicky Ferraro, producer. Music Song: “Kiss”; David Holmes, artist.

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