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Gap: Spring Is Weird

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Gap, the iconic American clothing brand, will debut an innovative "Micro-Series" developed specifically for Instagram by Wieden + Kennedy New York. The series consists of 12 short films, each only 15 seconds long, that tell a surprising love story between comedian and "Marcel the Shell" creator Jenny Slate and indie actor Paul Dano, in his commercial debut. One episode will be released each week during the Spring season, beginning this week. The films build on Gap's recent history of partnering with acclaimed directors to tell stories that will relate to customers' lives. After creating more traditional, broadcast commercials with David Fincher and Sofia Coppola last year, the brand has partnered this season with 'maverick' directors The Daniels to create a purpose-built story for Instagram. Premiering today on Gap’s Instagram account,, the Micro-Series tracks the burgeoning romance between the love struck duo of Slate and Dano, as they 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 digital "content," they begin to suspect that their lives may not be theirs alone. Viewers will need to stay tuned as each short film is released over the season to see the story unfold. The films feature Gap’s key trends of the Spring season, which are integral to the events in each episode – form-fitting Resolution Denim, the new Spring-ready Khaki, and the go anywhere Jogger Pants – to showcase weather-proof and heartbreak-proof, outfits.
Credits Other credits

Head of Content Production: Nick Setounski

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

Head of Production: Tracy Hauser

Line Producer: Jonathan Wang

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 Company: Rock Paper Scissors

VFX Lead Flame: Edward Reina

VFX CG Artists: Candice Aquino

Producer: Charlyn Derrick

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