Gap Celebrates 'Weird Spring' with Micro-Series

Iconic American clothing brand Gap has debuted an innovative ‘Micro-Series’ developed specifically for Instagram to preview the upcoming season of spring and new lines of clothing.

The series, created by Wieden+Kennedy New York, consists of 12 short films, each only 15 seconds long and hosted on the brand’s Instagram account, that tell a surprising love story between comedian and "Marcel the Shell" creator Jenny Slate and indie actor Paul Dano, in his commercial debut. One episode is to be released each week during the spring season, beginning this week.

The films build on Gap's recent history of partnering with acclaimed directors to tell stories that will relate to customers' lives. After creating more traditional, broadcast commercials with David Fincher and Sofia Coppola last year, the brand has now teamed with PRETTYBIRD directors DANIELS to create a purpose-built story for Instagram.

The Micro-Series tracks the burgeoning romance between the love-struck duo of Slate and Dano, as they navigate chance encounters, first dates and moody spring weather in the hope of finding their perfect fit.

The films feature Gap’s key trends of the upcoming season, which are integral to the events in each episode – form-fitting Resolution Denim, the new spring-ready Khaki, and the go anywhere Jogger Pants – to showcase weather-proof and heartbreak-proof, outfits.

In addition to Instagram and other digital platforms, the love story will be released on dating websites and apps. A companion promotion called #APerfectFit will offer viewers special rewards for trying on the new form-fitting Resolution Denim featured in the Micro-Series.

Gap's spring campaign will also include broader print and online components featuring upcoming artists India Menunez, Neelam Gill, Victor Norlander and Andre Feulner, who model new seasonal classics.

"We are excited to further innovate our marketing approach and introduce a series that not only is inspired by social, but reflects its zeitgeist – where the lines between real and created events are increasingly blurring," states Tricia Nichols, global consumer engagement and partnerships for Gap.

"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."

Visit youtube.com/gap to watch the episodes in full.