Hasta La Motion!

US clothing brand Gap is running “Dress Normal”, a campaign promoting the Spring range of adult clothing. Four black and white films filmed by David Fincher, “Golf”, “Kiss”, “Drive” and “Stairs”, capture models in the middle of critical scenes. Despite wearing conventional clothing each manages to break out of the expectations of normal behaviour. “Being your most authentic self is a style that will always endure”. The short films follow on from a series of print ads featuring Anjelica Huston, Elisabeth Moss, Michael K. Williams, Zosia Mamet, Jena Malone, Luke Grimes, Olivia Thirlby and Bobby Canavale.

Credits

The Dress Normal campaign was developed at Wieden+Kennedy New York by executive creative directors Susan Hoffman and David Kolbusz, creative director Stuart Jennings, copywriter Sheena Brady, art director Kim Haxton, head of content production Nick Setounski, executive producer Alison Hill, producer Lisa Delonay, brand strategists Erik Hanson and Hayley Parker, account team Tamera Geddes, Dipal Shah and Patty Ehinger, business affairs manager Lisa Quintela.

Filming was shot by director David Fincher via Reset with chief creative officer/executive producer Dave Morrison, executive producer Jeff McDougall, line producer Laura Miller, director of photography Jeff Cronenweth, production designer Don Burt, costume designer Trish Summerville.

Editor was Kirk Baxter at Work Editorial Inc. (Work Post) with producer Sari Resnick and executive producer Erica Thompson, assistant editors Nate Gross, Mike Horan and Billy Peake.

Visual effects were produced at The Mill Los Angeles, senior executive producer Sue Troyan, producer Dan Roberts, coordinator Jillian Lynes, New York producer Clairellen Wallin, 2D lead artists Tim Davies and James Allen, 2D artists Robert Murdock, Tara Demarco, Timothy Crabtree, Jale Parsons, NY 2D artists Brandon Danowski, Jamin Clutcher.

Colourist was Ian Vertovec at Light Iron.

Sound was mixed by Tom Jucarone at Sound Lounge with producer Vicky Ferraro.

“Kiss” performed by David Holmes. Music for Drive, “L’amour LaMont” performed by Martial Solal. Music for “Golf”, “Wait A Minute Girl” performed by The Newday. Music for “Stairs”, “Inner Babylon” written by Shabak Hutchings / performed by Sons of Kemet.