The Gap is bringing a wheel of color to its spring collection, and it’s showing it off by building a human-sized zoetrope to spin the colors of the season.
The new twist on old motion picture technology is part of the brand’s ‘Meet Me in the Gap’ campaign. The first iteration of the campaign by Yard NYC last year explored what it was like to bring unique combinations of artists together, like Cher and rapper Future, along with tap dancers meeting basketball players and beat mixers; a yodeler blending with an auctioneer, flutist and beat boxer; and a trumpeter with a skate group.
This season, the campaign explores more possibilities of bringing people together, with themes of inclusion and human togetherness, but now in a giant zoetrope.
To create and capture the experience of coming together “in the gap,” the brand spiked infusions of color, reflecting the brand’s line of colored denim, into a giant color wheel. Gap worked with Yard NYC to build out a large-scale, human zoetrope, modeled after the pre-movie color wheel. Inside the spinning cylinder, individuals come together in the white space and dance, and as the zoetrope spins, it creates the illusion of motion against vibrant pops of color. Shot in 360 degrees, viewers are given an immersive color experience and Gap hopes that people feel that they, too, are in the zoetrope with everyone else.
The ‘Meet Me in the Gap’ spring campaign includes mobile, social, in store and digital creative. This is the third time Yard NYC has partnered with GAP on campaign work.
A behind-the-scenes video highlights the work, and the fun, that went into making the giant zoetrope and how the models interacted with the color wheel.