Gap has introduced its fall 2021 “Individuals” campaign featuring people that transcend race, gender, age, abilities, and talents as catalysts for change, reflecting what’s possible from anyone.
The new campaign aims to include positively energetic culture shapers, ranging from an award-winning Chinese filmmaker to a Black Deaf BASL activist to an aspiring young astronaut, who define their creativity, self-expression, and personal style. Inspired by a unique take on the concept of “15 Minutes of Fame,” the campaign captures the essence of the individuals in just 15 seconds. The video profiles, paired with their “Individuals” portraits, are custom-designed to amplify their stories and represent how their values are a force for good – each one fiercely individual, but part of something greater than themselves.
The campaign was conceived by Gap global creative director Len Peltier, directed by Christian Weber, with portraits shot by photographer Mark Seliger. (Weber and Seliger have been capturing signature Gap creative for years, spanning from the 1990s to today.)
“Individuals” shine in Gap essentials made iconic in the ‘90s, reinvented for today, featuring new loose, relaxed fits in denim and khakis styled back to hoodies, crisp white and plaid button-downs, and transitional outerwear. A denim offshoot of the main spot, also captured by Weber, further illustrates Gap’s category dominance with fresh denim fits in motion. Choreographed by Jacob Jonas The Company, whose mission is to create community through dance, the performance embodies Gap’s denim trending now through the personal diversity and creativity of the individual dancers.
“This dimensional cast of Individuals embodies modern American optimism,” said Mary Alderete, global head of Gap marketing. “Gap continues to amplify the voices of change-making and culture shaping individuals, celebrating who they are and what makes them a true representation of the voices of today. These incredible individuals characterize an optimistic future fueled by creativity, possibility, and unity.”