Gap’s Instagram Series Feature Product-Infused Plotlines
American clothing brand tells #SpringIsWeird love story with 15 second videos
Gap has teamed up with directing duo The Daniels for the brand’s first Instagram micro-series as part of its Spring Dress Normal campaign. The 12 films, each only 15 seconds long, will be released once a week during the spring season.
The snappy shorts tell the tale of an offbeat love affair between comedian and “Marcel the Shell” creator Jenny Slate and indie actor Paul Dano. As the rather abstract plot thickens, their chance encounters, first dates and collaborative mission to find the perfect fit of jeans are all revealed. The actors also battle the idea of what is real and what is digital content, as they begin to suspect that their lives may not be theirs alone. Viewers are encouraged to tune into the brand’s Instagram each week to put the pieces of the puzzle together and make sense of the digestible snippets of media.
Watch Episode 1 below:
The series presents and promotes Gap’s top trends of the Spring season, which tie in with and bring the events to life in each of the episodes. These include weather-proof and heartbreak-proof styling tips and products such as form-fitting Resolution Denim, the new Spring-ready Khaki, and the go anywhere Jogger Pants. Viewers can directly shop the spring looks seen in the videos at the link in Gap’s Instagram profile.
This Gap Instagram Series will also be released via alternative platforms that tie in with the narrative, most notably the shorts will cleverly crop up on dating websites and apps. There will also be a side promotion named #APerfectFit, which will highlight the featured products while offering viewers special rewards for trying on the new form-fitting Resolution Denim and sharing their thoughts via their own social media feeds using the appropriate hashtag. And if that’s not enough to entertain the brand’s die-hard fans, the campaign will continue via upcoming artists India Menunez, Neelam Gill, Victor Norlander and Andre Feulner, who will model Gap’s new collections in additional print and online platforms.
By leveraging micro content, Gap is catering to consumers who are increasingly short on time; especially when it comes to dedicating time to consuming brand promotions and campaigns online.
According to Time.com, “If you’re an average reader, I’ve got your attention for 15 seconds.” So could the brand be on to a winning formula? If this campaign succeeds, we could well be seeing an influx of branded short shorts on our social media feeds.
Something in line with what PSFK is trying its hand at.