To introduce its new Spring fashions, clothing retailer GAP has launched a “micro-series” developed specifically for Instagram, which takes advantage of the platform’s new auto-looping functionality.
The series, housed on the brand’s Instagram page, will consist of 12 15-second videos which tell the story of budding love between two people played by Saturday Night Live alum Jenny Slate and actor Paul Dano.
Each week, beginning this week, the brand will release a new video which furthers the story. The launch follows that of a similar campaign from AT&T which, earlier this week, announced the debut of its own content series on Snapchat.
The debut episode has amassed 7,443 likes and 176 comments.
The work, developed by Wieden + Kennedy New York and directed by The Daniels (the team of Daniel Scheinert and Daniel Kwan), which is well-known for music videos like that for DJ Snake’s “Turn Down For What.” The creative continues the brand’s penchant for working with actors, storytellers and directors to further its brand story. Previously, GAP has worked with David Fincher and Sofia Coppola.
The plot of the series, also hosted on the brand’s YouTube channel, will focus on the growing relationship between Slate and Dano, highlighting their chance encounters and first date. As the series progresses, the pair begin to grapple with whether or not this life of theirs is real or some kind of digital fabrication not completely within their own control.
Of course, GAP fashions such as Resolution Denim, Spring-Ready Khaki and Jogger Pants will be featured throughout the series’ episodes.
Explaining the campaign’s approach in a statement, GAP Global Consumer Engagement Partnerships Director Tricia Nichols said:
“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.”
The campaign, in the form of several brand-created profiles, was also released on Tinder, but the dating site kicked the brand off. Tinder VP of Corporate Communications and Brand Partnerships tweeted, “We will be deleting those GAP profiles. It violates our TOS. We did not approve this campaign and it is not an ad.”
@GarettSloane we will be deleting those GAP profiles. It violates our TOS. We did not approve this campaign and it is not an ad. — Rosette Pambakian (@RosetteP) February 5, 2015
A sister campaign, #APerfectFit, involved a partnership with fashion site Refinery29 and a fashion personality on Twitter who touted their appearances at local GAP stores where shoppers could win prizes for trying on the Resolution Denim jeans.
In Times Square tonight? Come say hi to me at @Gap! #GapBroadwayContest #APerfectFit pic.twitter.com/UebZHdK3mo — Naomi Nevitt (@NaomiNevitt) February 5, 2015
The brand is also touting the #SpringIsWeird series on its Facebook page:
The GAP Spring campaign will also include print and online components with upcoming artists India Menunez, Neelam Gill, Victor Norlander and Andre Feulner, who will model GAP fashions.
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