This series of Gap TVC named Dress Normal that just launched this month. By using unconscious body language of people who is wearing Gap, David Fincher visualized CASUAL in four segments, showing Gap garments are comfortable to wear in different situations, which is a reinforcement to the brand image. Unlike previous Gap TVC that usually present positive attitude, Fincher’s black & White scenes are anxious, cinematic and vintage combining with the BGMs, which are not only for the new “Positive Anxiety” idea, but also match with Gap’s classic design. Further reading: adage/article/cmo-strategy/david-fincher-elevates-dress-normal-gap/294738/ youtube/playlist?list=PLGlQfj8yOxeh5HAOoTItrWFofFZ88XiGH
Posted on: Tue, 23 Sep 2014 05:11:13 +0000
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