An ITB-casted ensemble of diverse talent make up most recent spot
ITB worked collectively with Yard NYC to ideate and cast for GAP's latest Autumn/Winter 2017 global campaign, #MeetMeInTheGap. Sourcing both creative ideas and talent options to take place and feature against a white backdrop set for 'unexpected meetups', this project represented the perfect opportunity for extraordinary talent to share GAP's iconic fashion and sentiment of #MeetMeInTheGap.
The first instalment of the campaign launched late July presenting a diverse mix of talent collaborating and creating unexpected works of art with one another through movement and sound. The concept of the campaign demonstrates what can be made possible when we close the gaps that exist between us. To express this point, a selection of concepts and meet-ups were created from "Bounce meets Bounce"featuring collaboration between a tap dancing duo, dribblers and a master beat-maker to "Dance Meets Art" featuring an artist and dancer, to name but a few.
Gap chief marketing officer Craig Brommers remarked, "As a brand, our heritage is rooted in being a beacon of hope and optimism while also bringing people together”. For five pieces of original digital content, ITB engaged dancing duo Chloe & Maud Arnole, basketball dribbler Corey The Dribbler, TV host and athlete Rachel DeMita, internet sensation flutist Tyler Bonafides, yodeller Kata Hay, beat boxer Kaila Mullady, auctioneer Jake Grizzard, artist Gloss Black, epic dancer Fik-Shun, trumpeter Christian Scott, cool girl-gang skateboarding crew the Santa Cruz Lady Lurkers and beat maker Beats By Jblack.
Recently launched, was the final instalment of the #MeetMeInTheGap campaign which features the global iconic pop star, Cher, and producer and rap artist, Future, meeting for the very first time. A new 30-second ad, that has just debuted, will air on high-profile TV programming like NFL games, primetime and late night, marking the first time in several years that Gap has advertised on television in the fallback-to-school period. In the video we see Cher and Future coming together to create a rendition of the classic song ‘Everyday People’, originally written by Sly and the Family Stone, to highlight the importance of uniting people and cultures despite their differences. Cher commented, "I didn’t know who Future was before this but I knew it would be so fun to work with someone who is completely unlike me, and who is young, really talented and striving”.
Agency: Yard NYC
Talent: Cher, Future, Chloe & Maud Arnole, Corey The Dribbler Rachel DeMita, Tyler Bonafides, Kata Hay, Kaila Mullady, Jake Grizzard, Gloss Black, Fik-Shun, Christian Scott, the Santa Cruz Lady Lurkers and be Beats By Jblack