Gap is taking a filmic approach with its new fall global campaign, which features celebrities including Anjelica Huston and Elisabeth Moss going about their business in cinematic settings -- a notable change from previous efforts that have featured stars against stark, simple backdrops.
Ms. Moss from "Mad Men," Hollywood vet Ms. Huston, Zosia Mamet from "Girls," Jena Malone from "Hunger Games" and Michael Williams of "Boardwalk Empire" appear in lush print ads set in real-world scenarios and wearing outfits that give a cheeky wink at the campaign tag, "Dress Normal."
The global effort spans print, outdoor, social and digital, including an update of the brand's Styld.by platform, which will include curation from style mavens and other creative types around the "Dress Normal" theme. Come September, the campaign will debut an experiential component, the "Dress Normal Project," which will look at what the tagline represents across North America.
- Aug 19, 2014