Gap's Spring 18 "Meet Me in the Gap" spot is a colorful film based around a spinning, pastel-hued zoetrope of models, directed by Kim Gehrig of Somesuch (Sport England's "This Girl Can" and its follow-up, among other ads).
Gehrig worked with creative agency Yard NYC and postproduction house Framestore to create a human inverse zoetrope, with a centralized camera capturing multiple models in static pose, shot at speed to create the illusion of movement. Director of photography Andre Chemetoff and the motion capture team team chose to incorporate a flash amidst the camera's spinning, to create a precise cut through the motion blur.
The spot, which also makes reference to a vintage Cartoon Network ident, is set to the Tish Hyman track "4 Letter Word."
Yard's "Meet Me in the Gap" campaign kicked off in September with an ad featuring Cher duetting with rapper Future.