Gap’s Film Noir Twist From David Fincher

Gap, the iconic American clothing brand, today revealed a series of films that will air on TV, in cinema, in stores and online, created by Academy Award-nominated director David Fincher (The Girl With The Dragon Tattoo, The Social Network, Fight Club and the much anticipated Gone Girl). The four new commercials – Kiss, Drive, Golf and Stairs – mark Gap’s return to television.

Fincher’s inspiration and cinematic touch is clearly apparent, with a creative treatment that sets them apart from Gap’s previous TV campaigns.  The four films were created with Wieden+Kennedy New York as part of Gap’s new campaign, Dress Normal.

“We want these films to get people talking.  Each one features a confident woman at the center and tells a story of how liberating it is when you are being your most authentic self.  We believe everyone who watches them will identify with one or more of the characters,” said Seth Farbman, Gap Global Chief Marketing Officer.   “We were thrilled to work with David Fincher, one of the greats of modern American cinema and a superb storyteller.  His highly detailed and authentic style resonates with the Gap brand and these films truly bring to life what our Dress Normal message means.”

The commercials appear alongside a print campaign that features unique photography stills of recognizable people who are known for their own art of dressing normal, starting with Anjelica Huston, The Royal Tenenbaums; Elisabeth Moss, Mad Men; Michael K. Williams, Boardwalk Empire; Jena Malone, The Hunger Games: Catching Fire; and Zosia Mamet, Girls.

Article originally appeared : http://www.lbbonline.com/news/gaps-film-noir-twist-from-david-fincher-and-wieden-kennedy/