Gap: Kiss; Drive; Stairs; Golf

Celebrated director David Fincher has cast his creative vision over a new campaign for iconic American clothing brand Gap marking its return to TV and the big screen.

Featuring four bold spots aligned with an overarching Dress Normal tagline to preview the brand's Fall 14 range, the campaign sets out to communicate the act of being yourself and doing what comes naturally and sees a central female figure lead in each.

“We want these films to get people talking. Each one features a confident woman at the center and tells a story of how liberating it is when you are being your most authentic self.  We believe everyone who watches them will identify with one or more of the characters,” says Seth Farbman, global chief marketing officer for Gap, of the campaign to promote the Fall 14 range.

Created through Wieden+Kennedy, the work promotes the core values the brand has stood for over the past 45 years and Fincher's inspiration and cinematic style sets them apart from previous executions from the brand.

Speaking of which, check out Dust, a spot from Spike Jonze which is currently the most-viewed on shots this year.