Modernista!, Gap Team to Transcend Holiday Ad Clutter

Modernista! has begun working on a national TV push for the Gap designed to break through the clutter of holiday ads.

“They developed a strong creative relationship with our in-house team. Our styles are complimentary in terms of how we think, and we have a lot of respect for their work,” a Gap spokesman said. Modernista!’s work consists mainly of TV efforts, the spokesman said. Executives at the Boston shop declined comment.

Work will likely break after Thanksgiving and run into January, and the media buy may be more than $10 million, sources said. Last year’s main Gap holiday offering, tagged “That’s holiday” and created in-house, featured models dancing to “Sleigh Ride” and “Ice Ice Baby.”