Gap Unveils Dark Campaign by David Fincher

Gap has enlisted the aid of film director David Fincher (The Social Network, Fight Club) to assist in revamping the brand’s image by producing a series of four black and white commercials. The storyline of each commercial, which clocks in at exactly 46 seconds, revolves around the attraction between men and women, featuring taglines such as “Dress like no one is watching,” “Simple clothes for you to complicate,” and “The uniform of rebellion and conformity.” Hit play on the first video, and let us know what you think down below.