Storytelling insights anchor Gap’s Dress Normal short film series

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Gap has enlisted Oscar-nominated director David Fincher for a series of ads tied to its Dress Normal campaign for autumn/winter 2014/15.

Four spots have been released that play on a sense of narrative – teasing the viewer that they’re catching a snippet of a story, featuring everything from a soaking wet woman getting undressed in the back of a car, to a man dashing up a huge set of winding stairs to meet a woman at the top.

The third sees a couple making out in an apartment block while the female peers at herself in the mirror, and the final one is based on a dancer and a golfer.

Gap’s global CMO Seth Farbman, said: “What I wanted, because this is Gap, was positive anxiety — that was the brief. We wanted to make it more challenging than what people think of as a Gap commercial. Rather than a beginning, a middle and end of the story, we wanted to tell part of the story and leave a sense of wonder.”

Created by agency Wieden & Kennedy, New York, the black and white ads see taglines including: “The uniform of rebellion and conformity.” And: “Simple clothes for you to complicate.”

The campaign will span outdoor, mobile, direct, social, in-store and digital. The print ads were shot by Glen Luchford and star celebs including Anjelica Huston, Elisabeth Moss and Zosia Mamet in a series of vignettes.

Fincher is director of tales including Panic Room, House of Cards, Fight Club and The Girl with the Dragon Tattoo. Read more about the Gap campaign strategy over at Advertising Age.