Wednesday was commissioned by Gap to create a bold and memorable integrated campaign supporting the new ‘1969’ denim collection. Evoking the spirit and energy of Gap’s brand roots, Wednesday’s global campaign execution brimmed with the youthful optimism and energy of that formative era.
Inspiration for the campaign came from the indomitable character and energy of American youth, culture and history. Distinctive expressions of meaningful Americana were positioned in this global, integrated campaign alongside the new denim collection, creating a connected juxtaposition of confidence, nostalgia and exciting futures.
David Sims produced the stills campaign, while Erik Torstensson shot the campaign film, with styling support by Alastair McKimm. Model talent included Fei Fei Sun, Julia Van Os, George Barnett, Malaika Firth, Darius Johnson, Malcolm de Ruiter and Laura-Julie.