Last week we met Wieden+Kennedy’s new work for Gap in the form of family-centric spots directed by Francis Ford Coppola’s daughter Sofia (we were partial to the super-awkward mistletoe scene).
The ads were very different than the darker, more abstract work by David Fincher — and the agency’s latest additions to the brand’s holiday campaign are even more unusual. The theme of the “Play Your Stripes” series is clothing items recast as musical instruments.
As W+K explains it, the agency “re-imagined” the client’s holiday catalog and made a short film for each of ten individual products, tying it to sound in some way. Here’s the first one, “Hi-5 Machine,” with the tagline “These girls mittens hi-5 each other whether they want to or not.”
While these ads won’t air on TV, Gap is promoting them on its social channels and sending them to various music pubs.
Nine more gallery-ready shorts after the jump.
Here’s “Sweater Dance,” presented “in a style we can’t comprehend”:
These “Racing Shoes” make us yearn for a bit of the old Mario Kart:
More gloves that can’t stop moving (plus a nice dub backing track):
We’d love to know whether the “Jacket Drones” are real:
More animated, creepily human-like clothing in “Hula Hoop PJs”:
Four pairs of leggings with a bit of spring to their step (and is that the mastermind’s hand to the left?):
A winning combination of “Lightning Scarves” with oddly appropriate bowling alley sound effects:
A sweater that’s all about that bass, ’bout that bass (plus treble):
What looks like a reverse-motion “Flower Shower” of petals:
Finally, a collaboration between Alex Da Corte and Devonte Hynes, aka Blood Orange, encourages users to “play along …by remixing sounds on the track, or creating their own tunes,” though we’ll probably stick with the offbeat original:
Now get ready for a lot of credits.
CLIENT | Gap |
PROJECT NAME | Holiday Gift Guide |
CONTENT TYPE | Website featuring holiday products |
CLIENT CONTACT | Jo Di Stasi |
LAUNCH DATE | 11/3/2014 |
DURATION OF CAMPAIGN | 2 months |
URL | www.gapgiftguide.com |
W+K NEW YORK | |
Executive Creative Directors | Susan Hoffman, David Kolbusz |
Creative Directors | Stuart Jennings, Nathaniel Lawlor |
Director of Digital Accounts | Daniel Shaw |
Sr. Copywriter | Rajeev Basu |
Art Director | Trevor Gilley |
Executive Interactive Producer | Jonathan Percy |
Sr. Interactive Producer | Jen Vladimirsky |
Associate Interactive Producer | Mutaurwa Mapondera |
Producer | Alison Hill |
Associate Producer | Lisa Delonay |
Director of Technology | Mark Zurada |
Technology Lead | Cameron Brown |
Account Team | Tamera Geddes, Molly Friedman, Patty Ehinger |
Director of Interactive Strategy | Marshall Ball |
Interactive Strategist | Jordan Schenck |
Director of Brand Strategy | Erik Hanson |
Brand Strategy | Hayley Parker |
Director of Interactive Production | Brandon Kaplan |
Head of Integrated Production | Nick Setounski |
UX Lead | Kate Bauer, Evinn Quinn |
Art Producer | Molly Dowd |
Project Manager | Tatyana Penalba, Kellie Pederson |
Business Affairs | Lisa Quintela |
Design Director | Serif Ozcan |
Designers Ben Clark, Allison Joseph, Chris Kelsch | |
Studio Production | Russ Brandon |
GIFT GUIDE PRODUCTION COMPANY | |
Production Company | ACNE |
Interactive Director | Jeff Levine |
Executive Producer | Luis Aguiluz |
Digital Producer | Kathy Zembera |
Art Director | Tyler Anderson |
Designer | Jorge Sierra |
Technical Director | Greg Ipp |
Developers | Jeremiah Reichardt, Manuel Vivoda |
PLAY YOUR STRIPES EXPIERENCE PRODUCTION COMPANY | |
Production Company | Resn – Creators of the Digital Disco Breakdown |
PLAY YOUR STRIPES FILM PRODUCTION COMPANY | |
Production Company | All Ages Production |
Director | Alex da Corte |
Executive Producer | David Dunn |
Line Producer | Ted Passon |
Director of Photography | Zac Rubino |
Post-Production Company | All Ages Productions, Harvey Benschoter |
Editor | n/a |
PLAY YOUR STRIPES MUSIC SUPERVISION | |
Music Supervision Company | Good Ear Music Supervision |
Music Supervisor | Andrew Charles Kahn |
ART FILMS PRODUCTION COMPANY | |
Production Company | Will O’Rourke |
Director | Matt Devine |
Executive Producer | Michael Ritchie |
Line Producer | Josh Mullens / Alex Kember |
Director of Photography | Ryley Brown |
Post-Production Company | The Editors |
Editor | Luke Crethar |
Audio Post- Production Co. | Rumble |