Gap's new meet-cute campaign on Instagram

American clothing brand Gap will debut an innovative "Micro-Series" exclusively for Instagram.

Developed with Gap's global agency, Wieden+Kennedy New York, the micro-series series is one of the first campaigns to use of Instagram's new video looping capabilities.

The Micro-Series tells a timeless tale of boy-meets-girl romance between comedian and "Marcel the Shell" creator Jenny Slate and indie actor Paul Dano, in his commercial debut.


Departing from more traditional, broadcast commercials, the brand has chosen to partner with directors The Daniels to create a purpose-built story for Instagram. The Micro-series follows the characters through chance encounters, first dates and moody Spring weather in the hope of finding their perfect fit. As they grapple with what is real and what is social "content", they begin to suspect that their lives may not be theirs alone. To see the story unfold, viewers will need to stay tuned as each short film is released over the season.

Premiering on Gap Singapore’s Instagram account on 27 February, the video series consists of 12 vignettes, each 15 seconds long Premiering 27 February, an episode will be released weekly during the Spring season.

Gap's Spring campaign will also include broader print and online campaigns featuring upcoming artists India Menunez, Neelam Gill, Victor Norlander and Andre Feulner, who model Gap's new seasonal classics.