Gap: Meet Me in the Gap by Yard NYC

Agency: Yard NYC
Client: Gap
Date: Sep 2017
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Gap has pulled together some unique artistic and musical combinations for its latest campaign, ‘Meet Me in the Gap’ and none is perhaps more intriguing than pop icon Cher sharing the stage with rapper Future.

The newest campaign out of Gap was done in collaboration with Yard NYC. The campaign pulls together some unlikely pairings, including that of Cher with Future. The duo sings a version of Sly & the Family Stone’s 1969 anthem “Everyday People” while clad in the retail chain’s signature denim and black clothing.

The campaign was designed to demonstrate the magic that happens when you bring unexpected people together – going beyond simply telling to actually showing what it means to meet in the gap.

Aside from Cher and Future, combinations included tap dancers meeting basketball players and beat mixers; a yodeler blending with an auctioneer, flutist and beat boxer; trumpeter Christian Scott and the Santa Cruz Lady Lurkers skate group; and artist Gloss Black and dancer Fik- Shun.

Credits

Client: Gap

Craig Brommers, SVP/CMO

Agency: Yard NYC

Stephen Niedzwiecki- Co-Founder & Chief Creative Officer

Dave Clark- Executive Creative Director

David Oscroft- Creative Director

Jay Chapman – Design Director

Ahyoung Moon- Art Director

Steven Williams- Designer

Kira Pack- Copy Writer

Ruth Bernstein- Co-Founder & Chief Strategic Officer

James Denman- Executive Director of Strategy

Jarrod Bull- Managing Director

Bobby Bush- Account Supervisor

Judy Anekal- Head of Production

Kirsten Arongino – Executive Producer

Peter Schwab- Associate Producer

Production Company: Missing Pieces

Director: Director X

Edit House: Rock Paper Scissors

Editors: Ted Guard, Carlos Arias

Music Supervisor: Good Ear

Colorist: CO3

Photography Production Company: North Six

Photographer: Dan Jackson

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Agency: RGA
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