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 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)