Not content with getting Sofia Coppola to direct its holiday ads, Gap has partnered with up-and-coming electronic music star Blood Orange (aka Dev Hynes) for a holiday-themed interactive experience in which you can make music with stripey knitwear.
The augmented reality experience, housed on Gapgiftguide.com, first asks that you activate your webcam and don a stripey piece of clothing. (If you don't own one, buy one. From Gap, of course.) Then you can create different sounds by strumming or "playing" your stripes along to "It Is What It Is," by Blood Orange. You can remix sounds on the track or create your own tunes, and share your creation via social media.
Gap partnered with Blood Orange and director Alex Da Corte to create the video shown above to drive consumers to the experience.
Also as part of the campaign, which is by Wieden & Kennedy New York, the retailer created a series of short films under the rubric of "Gap Art Films"; they playfully explore the "secret lives" of clothes (for example, leggings that jog on a treadmill and mittens that high-five each other).