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Gap Wearlight Denim campaign rocks

The campaign launch of Gap’s new product category Wearlight Denim shows enthusiastic wearers of the 2018 summer line bouncing around a set at all angles, giving the appearance of light, airy and carefree – the optimism of summer.

Wearlight Denim was developed by Gap in partnership with Yard NYC.

Yard NYC explored the many facets of lightness, highlighting how light summer can feel when you’re free to play any way you want. The agency showcased the novelty of Wearlight and the optimistic sensibility of Gap. Using a custom-built set, where trampolines were built into the space, the shoot brought the world of Wearlight Denim to life. Performers move effortlessly as they float, jump and drop from the all-white set.

Yard NYC also shot behind-the-scenes footage of the campaign, showcasing the complexity and creativity of the whole production. The amount of talent, coordination and effort to develop this campaign is evident as the cast practices bouncing off the trampolines and works with the choreographer to perfect the movements. This campaign was done in camera with no special effects, demanding exceptional strength and talent from the performers.

Gap is one of the world's most iconic apparel and accessories brands and the authority on American casual style.

 

 
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