Gap’s new moves cover old ground

A trio of fun ads star young people doing acrobatics, dance moves, and lounging in brightly-made and off-beat sets. 

Cute and without pretension, these new music-driven spots are vibrant and silly, showing off Agostina Gálvez’s keen directorial eye for tongue-in-cheek comedy. As young people dance at skate parks, relax at home in kaleidoscopic visions of themselves, and do the splits in the middle of the hallway,  Gálvez never loses sight of the humor in each of these pieces, playing up the cheeky side eye with each performance. 

The production on these spots is slick and comforting, an easy palette to consume. Tap Dance in particular shows a focused lens, while Anthem’s trippy visuals speak more to the aesthetic of Gálvez. Coming out of Radical Media, and helmed by ad agency Johannes Leonardo, the films are a calming, natural, and gentle ease into direct film.