Following Gap's noirish brand campaign from David Fincher and quirky holiday ads directed by Sofia Coppola, Wieden & Kennedy, New York has created the brand's first "micro-series" on Instagram, to promote its spring collection.
Directed by The Daniels, "Spring Is Weird" is a twelve-part love story starring actor Paul Dano and "Marcel the Shell" creator Jenny Slate. One 15-second episode will roll out each week on Gap's Instagram account. The story will watch Dano and Slate's relationship unfold -- over first dates, through bad weather -- with a bit of real world and digital world confusion thrown in.
"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," said Tricia Nichols, Global Consumer Engagement and Partnerships for Gap in a statement. "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 story will also be featured on dating websites and apps. Followers of #APerfectFit will also get special offers for trying on the brand's form-fitting "Resolution Denim" featured in the series.
Print and online components of the Spring push will also feature upcoming artists, including India Menunez, Neelam Gill, Victor Norlander and Andre Feulner.