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David Fincher's Gap Ads Are Black and White and Enigmatic All Over
By Todd Wasserman
Masgable, 28-08-2014
David Fincher, best known for his obsessive and meticulous direction of The Social Network, Zodiac and Fight Club, has helmed the latest round of ads for Gap, which are shot in black and white and strive to be enigmatic.
The four ads, which roll out next week, complement a print campaign the retailer launched in mid-August themed "Dress Normal" that features Anjelica Huston, Elisabeth Moss and The Wire's Michael K. Williams, among others.
Seth Farbman, Gap's global CMO, told Mashable that the tagline was meant to be a "gentle provocation, in a way" and are designed to connected with Millennials who are "pushing back on some of the chaos" in their lives, some of which is driven by technology. "In the fashion world, there's a trend and a conversation around this idea that's called normcore,' he said. "I'm sort of edified in a way to see that there's a fashion trend that is more extreme but recognizes this same truth. We're not normcore, but we're seeing this same truth."
The Fincher ads were created with that positioning in mind. However, they aren't anthemic. Instead, they're a bit cryptic and generate an atmosphere rather than tell a complete story. As Farbman puts it, they sort of jump into the middle of the story, skipping the beginning and leaving out the end:
"Kiss"
It's not unusual for Fincher to ask for more than 50 takes of a single shot. In this case, Farbman says, multiple takes meant the actor's coarse beard hair was chafing the actress' skin. The solution was to shave him down and replace the beard with fake, softer material. The ad also contains some misdirection: At first you think the woman in the ad might be looking at someone who is coming down the stairs, but she's actually checking herself out in the mirror. It's also obvious that the guy's passion for the woman is fairly unrequited.
Es habitual que Fincher pida más de 50 tomas para un solo plano. En este caso, comenta Farbman, las múltiples tomas provocaron que la áspera barba del actor irritara la piel de la actriz. La solución estuvo en afeitarle y sustituir la barba por un material artificial, más suave.
"Stairs"
The actor here had to run 50 or 60 times up those stairs. (Farbman said actors were asked to run 10 minutes as part of their audition.) The video was shot overnight at Pasadena's city hall and Fincher created a new camera out of carbon fiber to track the actor as he ran up the stairs. The shirt at the end, by the way, is the man's. On first viewing, many people assume it's the woman's. Background song: "Inner Babylon" by Sons of Kemet.
"Drive"
This ad is full of intrigue: Why is this woman all wet? Why is she taking off her jeans? Why are the people in the front seat smirking? Farbman says the main actress in this ad initially came off as too cheery. "Every single take she had to get re-wet," Farbman says. "[Fincher] kept saying 'Stop smiling!'" Song: "L’amour LaMort” by Martial Solal.
"Golf"
"It's very free form. The woman is dancing to her own drummer and obviously wants to get some attention from the guy, but he's trying not to look," says Farbman. This ad was shot overnight at City of Industry in Los Angeles. The actor taking the swings was actually a good golfer, Farbman says. "This guy was hitting 300 yards straight and nailing it every time," says Farbman. "We made sure we got a long shot."
