W+K Keeps Things Short for Gap

By Patrick Coffee 

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.”

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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

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