The GAP has been fairly quiet for a long time. Once, the brand was everyone’s jam from Madonna to Spike Lee to Charlize Theron. It was “our casual chic.” While GAP is still sported by the likes of Mindy Kaling, Kate Middleton and Selena Gomez, the brand finds itself in financial trouble. Most of the money problems can be attributed to the current global crisis affecting all brick and mortar stores. But even before the pandemic struck, not that many people were talking about the GAP. It has had an image problem for some time.
Conversations about the brand have been more along the lines of, “…” Crickets. That said GAP was still in decent financial shape.
As recently as an April 9 investor conference call, the company noted that it entered the quarter starting in February carrying $1.7 billion in cash.
Last week, the brand announced that about half that cash, thanks to its largely idle brick and mortar stores, was gone. Gap, Inc raised $2.25 billion in secured (junk-rated) debt and other financial maneuvers. The company also noted it had skipped $115 million in April rent payments, and was continuing to negotiate with landlords.
New York-based Johannes Leonardo has teamed with Argentinian RadicalMedia director Agostina Gálvez to create a fresh look for the GAP 2020 Spring Campaign. Recently, Agos has worked on projects for Billie’s Movember Campaign, Adidas, and The RealReal.
Shot in locations across Los Angeles, from Venice Beach to DTLA (prior to the global outbreak), the films pair ordinary things, like a pair of khaki trousers, with smart, well-timed, choreographed camerawork that feels dynamic and exciting. Take a look below at the three :15-second films:
Gálvez’s brings a diverse and human-first approach to casting and an obsession with dance and movement that fills the frame with youthful vitality. And it doesn’t hurt that she used the Chic classic, Le Freak, in one o her spots. The Reel 360 team, thanks to D-Nice’s Club Quarantine, is enjoying the classics again.
RadicalMedia says this can be attributed to her past experiences as a rhythmic gymnast inspired her critically acclaimed film for Nowness but also informs the flowing, considered camerawork that she’s become known for.
Whatever inspired Gálvez, it works for us as this is our “Reel Ad of the Week.”
CLIENT: Gap, Inc
AGENCY: Johannes Leonardo
Agency Producer: Kelly Treadway
PRODUCTION COMPANY: RadicalMedia
- Director: Agostina Gálvez
- Executive Producer: Donna Portaro
- DP: Evan Prosofsky
EDIT: Cosmo Street
Editor: Marlo Caine
Camila De Biagi