Spring is unpredictable. It’s rain, snow, sun, hookups, breakups, and never having the right clothes. So Gap wanted to demonstrate how their selection of basics could be the perfect antidote to the weirdest, most unpredictable season of the year.
We wanted to tell an ongoing story with fun, relatable moments all season long, so rather than one-off ads, we created a weekly episodic series tailored to Instagram, composing every shot for the signature square format, and even making the platform itself a part of the story.
At first, our couple ran into typical weird spring moments like on-again, off-again rain showers, an unexpected chill, or having to jockey for a fading ray of sunshine. As their romance developed, so did the weirdness, and they learned that the universe was manipulating them to fall in love because they actually lived inside of Gap’s Instagram campaign. Meta-weird!
Every Wednesday, a new episode was released on Instagram. In-store displays, digital banners, website takeovers, and Gap’s other social channels were updated each week to feature the latest episode’s key imagery, and star Jenny Slate shared each one with her online following as well.
To give the clothes their due, each narrative episode was followed by a photo post highlighting the outfits worn in it, and users could even shop the looks while watching the series all in one place at gap.com.
To sustain the brand’s POV between episodes, real-time commentary on the eccentricities of spring were tweeted with the hashtag #SpringIsWeird.