In Brief

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.

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