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Fall Behind the Scenes at Gap

For their fall campaign, Gap won’t be featuring any dancers, models or celebrities; rather, they’re sharing an inside look at their operations and the people who run it all.

Fall Behind the Scenes at Gap

Ogilvy & Mather and Cool Hunting created 30 short videos, each 20 to 90 seconds long, profiling members of the Gap 1969 denim studio in Los Angeles, as well as going behind the scenes of the design and manufacturing process.

“Increasingly, people want to know the stories behind the products — who’s designing it, where it comes from,” said Seth Farbman, Gap’s global chief marketing officer. “We recognize that we have to be more open. We had not done enough storytelling about what was new and different at the Gap.”

The videos debut this week at Cool Hunting and Refinery29 followed by sponsored content next week on DailyCandy, FabSugarHulu, Pandora and Gap’s Facebook page among other sites.

The print ads will star “real-ish” [read: a half-inch short of model] people in Gap 1969 pants and will run in the September issues of seemingly every mag including Vogue, Elle, Glamour, Nylon, Details, GQ, Rolling Stone, Marie Claire and ESPN. [WWD]

Contributed by Lester Brathwaite

I was center square from 1969 to 1978, during which I perfected the art of the zing as well as a crippling cocaine addiction. Bea Arthur was responsible for both. @LesFabian lester dot brathwaite at gmail