advert-body-3 by Yard NYC

The Gap clothing brand is bringing a wheel of color to its spring collection, and it’s showing it off by building a human-sized zoetrope to spin the colors of the season.

The new twist on old motion picture technology is part of the brand’s ‘Meet Me in the Gap’ campaign. This season, the campaign explores more possibilities of bringing people together, with themes of inclusion and human togetherness, but now in a giant zoetrope.

Gap worked with Yard NYC to build out a large-scale, human zoetrope, modeled after the pre-movie color wheel. Inside the spinning cylinder, individuals come together in the white space and dance, and as the zoetrope spins, it creates the illusion of motion against vibrant pops of color. Shot in 360 degrees, viewers are given an immersive color experience and Gap hopes that people feel that they, too, are in the zoetrope with everyone else.