Brand: GAP
Geo: United States of America
Creative Agency: Yard NYC
Director: Kim Gehrig
DoP: Andre Chemetoff
Production Company: Somesuch, Anonymous Content
Agency: FRAMESTORE
Head of Production: Raven Sia
Producer: Meg Miller, Josh King
Creative Director: Ben Cronin
Previs/Preshoot Nuke Artist: Christian Baker
VFX Supervisor: Matthew Pascuzzi
Flame Operator/Shoot Supervisor: Luca Pelegatta
360 and Nuke Artist: Xuechu Zheng
Nuke Artist: Ben Zhu
Colourist: Simon Bourne
Published: March 2018
Synopsis:
Bold, bright and brilliant as ever, Somesuch’s Kim Gehrig returned to Framestore with her signature directorial style for ‘Meet Me in the Gap’, the head-spinning artistic campaign from Gap for spring 2018. Combining a unique human zoetrope set-up with sharp product framing and a striking grade from Simon Bourne, the film earns its place in a long run of memorable Gap campaigns; behind-the-scenes, it would also work the merits of Framestore’s comprehensive global pipeline to the max.
Kim’s concept for the spot called for the creation of a human inverse zoetrope, of sorts: a centralised camera capturing multiple models in static pose, shot at speed to create the illusion of movement. Eager to shoot the piece in camera, Kim worked with Framestore VFX Supervisor Ben Cronin and Nuke Artist Christian Baker in London to mastermind the set-up, with a reference in play to a vintage Cartoon Network ident. Christian carefully built a flexible 3D environment to previsualise the studio shoot, with the ability to shift the distances and angles between the array of models cast.