Gap Debuts Love Story 'Micro-Series' on Instagram

Actor Paul Dano and 'Marcel the Shell' Creator Jenny Slate Star in Real World Meets Digital Romance

Published On
Feb 04, 2015

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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.


Feb 04, 2015
Agency :
Wieden & Kennedy - New York
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Rock, Paper, Scissors
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