Dress Normal acknowledges one's personal style.
NEW YORK-Gap, America's iconic apparel brand introduced films that will be shown on TV, in cinema, in shops and online, directed by Academy Award-nominated David Fincher. Known for his films, The Girl With The Dragon Tattoo, The Social Network, Figth Club and the most awaited Gone Girl, Fincher will be directing four new commercials-Drive Golf, Kiss and Stairs. films will mark Gap's television comeback.
Fincher will share his creative elements in making the four films with Wieden+Kennedy New York as part of the brand's new campaign, Dress Normal.
"We want these films to get individuals talking. Each clip will feature a woman of confidence that will share her story about how liberating it is when you are being true to your self. Anybody who watches them can identify with one of the women," according to Seth Farbman, Global Chief Marketing Officer, Gap. Fincher's meticulous and unique style echoes the real meaning of the brand's Dress Normal campaign.
Dress Normal came from the core values of Gap over the past 45 years-individualism and the freedom that comes from being yourself. Dress Normal encourages people to be unique in their personal style.
Audience can hear taglines like 'dress like no one's watching' and 'simple clothes for you to complicate'. The entire film is shot in black and white, exemplifying the generation of Film Noir and telling us that black denim is a necessity this Fall season. All films are taken around Los Angeles. The grand launch in UK and US will be on the first week of September.
There will advertisements shown together with a print campaign that will feature photos of people famous for their style. The likes of Elisabeth Moss, Anjelica Huston, Mad Men, The Royal Tenenbaums are some of the personalities who will appear in the commercials.
Aside from TV, the campaign will also be extended in outdoor, mobile, social, direct in store and digital. Gap has improved its Styld.by platform with digital and video content and wider range of creative contributors such as well-known bloggers, stylists, music artists, filmmakers and artists to showcase their version of Dress Normal.
Gap will launch a trial Dress Normal Project in North America in the middle of September.
