Gap, W+K Anticipate ‘Weird’ Spring on Instagram

By Kiran Aditham Comment

While many of us are dealing with the usual Arctic blasts of winter, Gap and Wieden+Kennedy New York are already looking ahead to spring (wishful thinking) with a new Instagram campaign tagged with the fitting title #SpringIsWeird.

Essentially a 12-part micro-series starring SNL alum Jenny Slate and actor Paul Dano (There Will Be Blood), #SpringIsWeird kicks off on Gap’s Instagram account with a fast-paced :15 glance as to what we can expect from the clothing retailer’s seasonal entry.

All 12 films will be 15 seconds long and showcase Gap’s spring lines via the rapid-fire adventures of their two protagonists.

According to the parties involved, Dano and Slate will “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.”

We’ll have to wait and see where the narrative goes over its three minute total running time.

In a statement, Gap’s head of global consumer engagement and partnerships Tricia Nichols explains:

“In each episode, we bring to life those first days of Spring that can feel a bit surreal as our couple’s real lives and Instagram lives start to merge into one. We think people will relate to the storyline, while also getting some help navigating the tricky territory of the perfect first-date outfit, especially when Spring’s weather can be so unpredictable.”

Along with the Instagram work, which will also live on YouTube as well as various dating sites and apps (smart!), the campaign will include print placements and other online components.

 

CLIENT Gap

PROJECT NAME Spring is Weird

FORMAT Video

CLIENT CONTACT Grace Wong

LAUNCH DATE February 4, 2015

DURATION OF CAMPAIGN 3 months

W+K NEW YORK

Executive Creative Directors Susan Hoffman + David Kolbusz

Creative Directors Stuart Jennings + Nathaniel Lawlor

Copywriter Mike Vitiello

Art Director Cory Everett

Head of Content Production Nick Setounski

Sr. Producer Jesse Brihn

Brand Strategist Hayley Parker

Interactive Strategist Jordan Schenck

Social Strategist Jessica Abercrombie

Account Team Tamera Geddes, Dipal Shah, Patty Ehinger

Business Affairs Lisa Quintela

Photographer Hopper Stone

PRODUCTION

Production Company Prettybird

Director DANIELS

Executive Producers Kerstin Emhoff, Ali Brown

Head of Production Tracy Hauser

Line Producer Jonathan Wang

Director of Photography Sebastian Wintero

Post Producer Joe Carugati

EDITORIAL

Editorial Company Rock Paper Scissors

Editor Carlos Arias

Post Producer Lisa Barnable

Post Executive Producer Eve Kornblum

Editorial Assistant Joe Rounseville, Christian Oreste, Staley Dietrich

VFX

VFX Company Rock Paper Scissors

VFX Lead Flame Edward Reina

VFX CG Artists Candice Aquino

Producer Charlyn Derrick

TELECINE

Telecine Company Company 3

Colorist Tom Poole

MIX

Mix Company Heard City

Mixer Keith Reynaud, Phil Loeb, Dan Flosdorf

Producer Sasha Awn

MUSIC

Songs Episode 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12

Artist Alessandro Tabora

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