Prisco Leads Gap to Film Directors, Startup Shop

Although the Gap has had many famous faces in its ads, it looks like the real stars in this summer’s campaign will be the ones behind the camera.

Cameron Crowe, the Coen brothers and Roman Coppola, son of Frances Ford Coppola, have agreed to direct new spots for the effort, which is scheduled to break in May, sources said.

Rebecca Weill, a representative for the 3,800-store chain, confirmed that West Coast creative director Lisa Prisco, who guided Gap ad campaigns in the late 1990s, is developing the campaign on a consulting basis. However, the San Francisco-based clothing retailer would not disclose any specifics about the effort itself.

The retailer reported a fourth-quarter loss of $34 million and turned in its first back-to-back quarterly losses in 25 years.

Last week, Gap awarded creative duties for its adult, kids and baby brands for the fall season to New York startup Laird + Partners. “We will work with [Laird] on our fall campaign, and we’ll evaluate from there,” Weill said.

The 20-person shop opened last week with Gap and Donna Karan International as clients. Founder and president Trey Laird, 37, previously steered Donna Karan’s in-house marketing as corporate creative director.

The moves come on the heels of a management shift at Gap Inc., which operates the Gap, Old Navy and Banana Republic. About two weeks ago, the company eliminated the title of chief marketing officer and returned Amy Schoening to her previous role as head of Banana Republic’s marketing department.

Gap also recently ended its relationship with Modernista! in Boston, the shop Schoening had hired. Modernista! has fashioned several Gap campaigns since late 2000, including a new push featuring celebrities in dozens of print ads breaking in March and April.

Gap spent about $100 million in measured media last year, per CMR. Broadcast media duties for the Gap are handled by PHD in New York; other media duties are in-house.

—with Andrew McMains

and Lisa van der Pool