Gap
Drive
Academy Award-nominated director David Fincher of Reset adds an edge to simplicity in 'Drive' for Gap, part of the brand's 'Dress Normal' campaign for Fall 2014 by Wieden+Kennedy. Shot in beautiful black and white, the campaign features poised, confident females whose clothes compliment their personalities - not the other way round. In 'Drive' a drenched young woman gets a little more comfortable as she effortlessly strips off her rain-soaked clothes in the backseat of a car, prompting raised brows from her companions up front.
Director:
David Fincher
Production Company:
Reset
Agency:
Wieden+Kennedy
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2D lead artists Tim Davies and James Allen spoke to us about the steps they took to get as close to perfect as possible.
Davies comments: "David is a perfectionist so there was no surprise that the elements he delivered to us were amazing. The 'Drive' spot was shot on stage against black, so we needed to add in the backgrounds to each scene which were meticulously filmed with the correct lenses with the right focal length. We roto'd the people and then restored the reflections back over the plates, making it look as seamless as possible."
Allen adds: "David always has very specific ideas in his head of how he'd like things to work and look and we had the opportunity to help realize his vision. The spots were perfectly cast and it was a joy to work on them. You know you're in for a treat when you have the opportunity to work on one of his projects."
Davies comments: "David is a perfectionist so there was no surprise that the elements he delivered to us were amazing. The 'Drive' spot was shot on stage against black, so we needed to add in the backgrounds to each scene which were meticulously filmed with the correct lenses with the right focal length. We roto'd the people and then restored the reflections back over the plates, making it look as seamless as possible."
Allen adds: "David always has very specific ideas in his head of how he'd like things to work and look and we had the opportunity to help realize his vision. The spots were perfectly cast and it was a joy to work on them. You know you're in for a treat when you have the opportunity to work on one of his projects."
CreditsCredits
Agency
Agency: Wieden+Kennedy
Executive Producer: Alison Hill
Producer: Lisa Delonay
Executive Creative Directors: Stuart Jennings, Susan Hoffman
Creatives: Kim Haxton
Copywriter: Sheena Brady
Production
Production Company: Reset
Director: David Fincher
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Producer: Laura Miller
Editorial
Editorial Company: Work Editorial, Inc.
Editor: Kirk Baxter
Assistant Editors: Nate Gross, Mike Horan, Billy Peake
Editorial Executive Producer: Erica Thompson
Editorial Producer: Sari Resnick
VFX & Design
VFX & Design: The Mill
Senior Executive Producer: Sue Troyan
Producer: Dan Roberts
Producer: Clairellen Wallin
Creative Director: Tim Davies
2D Lead Artists: Tim Davies, James Allen
2D Artists: Robert Murdock, Tara Demarco, Timothy Crabtree, Jale Parsons
2D Artists: Brandon Danowski, Jamin Clutcher
Production Coordinator: Jillian Lynes
