BDavid Fincher Brings Cryptic Storytelling to Gap's Fall Campaign

Wieden & Kennedy's N.Y.'s First Brand Work Aims to Elevate Meaning of 'Dress Normal'

Published on

Editor's Pick

Through next week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social.

At #9 in TV and Film, Wieden + Kennedy, New York teamed with director David Fincher on its first brand campaign for the Gap, "Dress Normal," which featured cryptic, noirish spots that dropped viewers into the middle of a scene, challenging them to decipher the stories on their own.

Original Story:

Academy Award-nominated director David Fincher brings cryptic storytelling to the Gap's new fall campaign, the first work out of new global agency of record Wieden & Kennedy, New York. Repped out of Reset Content, the director of the upcoming "Gone Girl," "Fight Club," "Social Network" and "Girl With a Dragon Tattoo" was behind four new black and white ads featuring peculliar scenarios that drop viewers into the midst of a story, each centered on a confident young woman.

One ad opens with a man desperately running up a winding staircase, as a woman looks down on him from flights above. Another finds a lady in jeans and a tee dancing at night at a golfing range while a man practices his shots nearby. A third ad captures a couple in a deep lip lock -- yet the woman involved seems a bit distracted by her own reflection, while a final ad focuses on a mysteriously drenched woman who strips off her wet clothes in a car, as her friends look on nonchalantly.

According to Gap Global CMO Seth Farbman, the brief behind the films centered on "Positive anxiety. . .We wanted to make it more challenging than what people think of as a Gap commercial. Rather than a beginning, a middle and end of the story, we wanted to tell part of the story and leave a sense of wonder."

Wieden & Kennedy Creative Director Stuart Jennings said the brand platform of "Dress Normal" boils down to giving "permission to dress how we're most comfortable, but we wanted to make sure we presented it in an elevated way. But it's not about being ironic and 'normcore.' It's still about being considered and styish."

The new films follow the release of celebrity-filled print ads featuring actors like Anjelica Huston, Elisabeth Moss, Michael K. Williams, Jena Malone and Zosia Mamet. Shot by Glen Luchford, they capture the stars in what appear to be normal situations, but photographed in a cinematic way.

Read the full story behind the campaign on

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Aug 27, 2014
Wieden & Kennedy New York
David Fincher
Production Company:
Reset Content
Executive Creative Director:
Susan Hoffman
Executive Creative Director:
David Kolbusz
Creative Director:
Stuart Jennings
Creative Director:
Susan Hoffman
Sheena Brady
Art Director:
Kim Haxton
Agency Head of Content Production:
Nick Setounski
Executive Producer:
Alison Hill
Lisa Delonay
Brand Strategist:
Erik Hanson
Brand Strategist:
Hayley Parker
Executive Producer/COO:
Dave Morrison
Executive Producer:
Jeff McDougall
Line Producer:
Laura Miller
Director of Photography:
Jeff Cronenweth
Production Designer:
Don Burt
Costume Designer:
Trish Summerville
Editorial Company:
Work Editorial Inc
Kirk Baxter
Post Producer:
Sari Resnick
Post Executive Producer:
Erica Thompson
Editorial Assistant:
Nate Gross
Editorial Assistant:
Mike Horan
Editorial Assistant:
Billy Peake
VFX Company:
The Mill
Senior Executive Producer:
Sue Troyan
Dan Roberts
Production Coordinator:
Jillian Lynes
Clairellen Wallin
2D Lead Artist:
Tim Davies
2D Lead Artist:
James Allen
2D Artist:
Robert Murdock
2D Artist:
Tara DeMarco
2D Artist:
Timothy Crabtree
2D Artist:
Jale Parsons
2D Artist:
Brandon Danowski
2D Artist:
Jamin Clutcher
Telecine Company:
Light Iron
Ian Vertovec
Mix Company:
Sound Lounge
Tom Jucarone
Music Producer:
Vicky Ferraro

See more credits

Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age