Creative Creative Works Gap

Gap demonstrates denim versatility with a seamless contemporary dance


By Imogen Watson, Senior reporter

July 30, 2019 | 3 min read

Marking Johannes Leonardo's first work for the clothing brand, Gap has released 'It’s Our Denim Now' Fall campaign that uses contemporary dance to demonstrate the versatility of its denim.

Gap unveils 'It's Our Denim Now'

Gap unveils 'It's Our Denim Now'

Championing diversity and variety of denim Gap has to offer, the film spreads the message that when you feel comfortable in your own skin, you can feel empowered to move towards an optimistic future.

Directed by Fleur Fortuné, the spot is set to 'Move Together' by Ndidi O. It opens in an industrial warehouse space. In the centre, a denim tower of jeans piles high - positioned like an art installation in a gallery.

Around the tower, dancers perform with denim as their medium, seamlessly flowing around each other. As bodies overlap, the denim changes. As the contemporary dance evolves, the dancers morph and mould into a wide range of denim styles and fits.

“Fall is momentous for Gap as we celebrate our 50th anniversary and the new era of the brand,” says Gap’s senior vice president and chief marketing officer, Alegra O’Hare.

“With ‘It’s Our Denim Now’ being my first major campaign, we wanted to make an impactful statement visually and celebrate Gap’s heritage as a denim leader while cementing its future as a brand for all generations. This is only the beginning of what’s to come.”

Adding to this, Samira Ansari, group creative director of Johannes Leonardo commented: “It’s Our Denim Now” campaign was developed in collaboration with New York-based creative agency Johannes Leonardo, marking the first creative endeavour between the agency and the brand.

"Gap's deep heritage in fashion has had an incredible effect on culture over the past century. Denim is and has always been a form of self-expression and individuality. For the film, it was important for us to show a diversity of fits and people by celebrating a generation empowered by their individuality.”

The campaign will be released on, the Gap social channels and and span across mobile, social, video and digital.

Gap: It's Our Denim Now by Johannes Leonardo

By Gap

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