David Fincher Brings 'Positive Anxiety' to Gap's Fall Campaign
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The Gap has tapped Academy Award-nominated director David Fincher to elevate and complicate what it means to “Dress Normal” for its new Fall campaign, the first out of global agency Wieden & Kennedy, New York.
The effort includes a series of lush, black and white films that capture models in the midst of cryptic scenes, making viewers feel as if they’re caught in the middle of a story. In one spot, for example, a soaking wet woman gets undressed in the backseat of a car — no explanation given — while her dry companions look on. The tagline is equally obtuse: “the uniform of rebellion and conformity.” Another ad shows a man breathlessly running up a set of winding stairs as a young woman looks down on him from several flights up. The tagline: “Simple clothes for you to complicate.”
Such perplexing scenarios benefited from having Mr. Fincher on board. The director of “Panic Room, “House of Cards,” “Fight Club” and “The Girl with the Dragon Tattoo” — as well as the forthcoming “Gone Girl” — is not, on the surface, the type of creative mind associated with Gap’s happy, bright persona. And that was intentional.
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