Play it back: Gap launches Instagram mini-series

New York – Gap is showing why weird is the new normal with its latest Instagram campaign.

Spring is Weird, a 12-part micro-series, takes a look as two single 20somethings, played by Saturday Night Live’s Jenny Slate and actor Paul Dano, struggle to find the perfect fit for their wardrobe, and for their love life.

The campaign, devised by agency Wieden+Kennedy New York, is one of the first to use Instagram’s endlessly video looping feature. The latest update, which features vine-like squares of video and audio, play automatically as users scroll through their feed. 

Told in a series of stop-motion, rapid-fire adventures, the campaign celebrates the odd quirks of fate that can bring people together. Donning a pair of Gap jeans causes Slate to have a series of flash forwards to a whirlwind romance with Dano, inspired by her normcore look to go with her quirky demeanour.

For more on the rise of video in social news feeds, read our article on Facebook’s shift towards a more visual offering.