Gap's got a new tagline, "Do You," for the fall season, and the work for its latest campaign tries to embody the individual creativity celebrated by the new slogan.
As part of the company's new positioning, it has released a new two-minute spot, created in partnership with photographer Sam Nixon and the community-based Brooklyn United Marching Band.
Helmed by the company's in-house team and Untitled Worldwide, the video serves as a moving mini-documentary celebrating the ambition of the band's members.
The video is the result of just one artist partnership that Gap has for its new campaign. Later this fall, Gap will release the fruits of its other partnerships with artists including photographer Nadine Ijewere, who is known for shooting portraits of siblings for a series titled "Same/Difference," as well as Korean model and food blogger Sora Choi; Pop'Africana Editor Oroma Elena; illustrator Tuesday Bassen; and Spanish photographer and model Diego Villarreal.
By partnering with these artists, Gap is looking to use its new platform to highlight unique perspectives while also celebrating difference and diversity.
"Gap's fall campaign is all about embracing one's personal style and was inspired by Gap's ethos of individuality, optimism and creativity," said a brand spokeswoman in a statement.
In a new 15-second anthem spot (see below), which will be released later this fall, the company incorporated another artist partnership, using an original song by Pogo that he remixed by using sounds and scenes from the campaign shoot.
The approach for the new work makes sense considering what the company has tried to do over the last few seasons.
After it hired Wieden + Kennedy in the spring 2014 (Gap hasn't worked with W+K since the summer of 2015) it was clear that the company was on a mission to revamp its muted reputation, using artful advertising from Hollywood directors like David Fincher and Sofia Coppola to try and convey that it is, in fact, effortlessly cool again.
That also seems to be the point of the new work, but instead of turning to Hollywood, Gap is looking to individual creators and promoting how they can make Gap's clothing their own.
Photographer: Mel Bles
Models: Birgit Kos, Sora Choi, Londone Myers, Alanna Arrington, Yan Kai Wen, Matthew Davidson, Diego Villareal, Rhys Pickering
Creative Director: Brynn Heminway
Creative Agency: Untitled Worldwide (Both Advertising and Social Media)