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
