Make Music With Your Stripey Clothing Using Gap's Interactive Holiday Website

Augmented Reality Experience Lets You Play Along to Track by Blood Orange

Published on Nov 04, 2014

Editor's Pick

Not content with getting Sofia Coppola to direct its holiday ads, Gap has partnered with up-and-coming electronic music star Blood Orange (aka Dev Hynes) for a holiday-themed interactive experience in which you can make music with stripey knitwear.

The augmented reality experience, housed on, first asks that you activate your webcam and don a stripey piece of clothing. (If you don't own one, buy one. From Gap, of course.) Then you can create different sounds by strumming or "playing" your stripes along to "It Is What It Is," by Blood Orange. You can remix sounds on the track or create your own tunes, and share your creation via social media.

Gap partnered with Blood Orange and director Alex Da Corte to create the video shown above to drive consumers to the experience.

Also as part of the campaign, which is by Wieden & Kennedy New York, the retailer created a series of short films under the rubric of "Gap Art Films"; they playfully explore the "secret lives" of clothes (for example, leggings that jog on a treadmill and mittens that high-five each other).

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Nov 04, 2014
Wieden & Kennedy New York
Executive Creative Director:
Susan Hoffman
Executive Creative Director:
David Kolbusz
Creative Director:
Stuart Jennings
Creative Director:
Nathaniel Lawlor
Director of Digital Accounts:
Daniel Shaw
Senior Copywriter:
Rajeev Basu
Art Director:
Trevor Gilley
Executive Producer:
Jonathan Percy
Senior Interactive Producer:
Jen Vladimirsky
Associate Interactive Producer:
Mutaurwa Mapondera
Alison Hill
Associate Producer:
Lisa Delonay
Technology Lead:
Cameron Brown
Director of Interactive Strategy:
Marshall Ball
Interactive Strategist:
Jordan Schenck
Director of Brand Strategy:
Erik Hanson
Brand Strategy:
Hayley Parker
Director of Interactive Production:
Brandon Kaplan
Head of Integrated Production:
Nick Setounski
UX Lead:
Kate Bauer
UX Lead:
Evinn Quinn
Art Producer:
Molly Dowd
Project Manager:
Tatyana Penalba
Project Manager:
Kellie Pederson
Business Affairs:
Lisa Quintela
Design Director:
Serif Ozcan
Ben Clark
Alison Joseph
Chris Kelsch
Russ Brandon
Production Company:
Interactive Director:
Jeff Levine
Executive Producer:
Luis Aguiluz
Digital Producer:
Kathy Zembera
Art Director:
Tyler Anderson
Jorge Sierra
Technical Director:
Greg Ipp
Jeremiah Reichardt
Manuel Vivoda
Production Company:
Production Company:
All Ages Production
Alex da Corte
Executive Producer:
David Dunn
Line Producer:
Ted Passon
Director of Photography:
Zac Rubino
Post Production Company:
All Ages Production
Music Supervision Company:
Good Ear Music Supervision
Music Supervisor:
Andrew Charles Kahn
Production Company:
Will O'Rourke
Matt Devine
Executive Producer:
Michael Ritchie
Line Producer:
Josh Mullens
Line Producer:
Alex Kember
Director of Photography:
Ryley Brown
Post Production Company:
The Editors
Luke Crethar
Audio Post-Production Company:

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