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W+K NY is Seeing Stripes with this Augmented Reality Gap Experience

Wieden+Kennedy New York, 2 years, 11 months ago

Holiday campaign continues with musician Blood Orange collaboration & 'Gap Art' films

W+K NY is Seeing Stripes with this Augmented Reality Gap Experience

Gap, the iconic American clothing brand, has today revealed a unique online experience that turns customers’ favorite crazy stripe knitwear or t-shirts into musical instruments. 

Play Your Stripes, an augmented reality experience, allows consumers to play along to rising star Blood Orange’s latest hit “It Is What It Is” or create their own tunes. The experience is one of the centrepieces of Gap’s newly launched interactive Holiday gift guide,, designed to take the stress out of seasonal shopping. 

Activated via web cam, Play Your Stripes turns your individual stripes or Gap's iconic Holiday sweaters into musical sounds, pre-programmed with a range of synthesized musical notes. 

Customers are invited to play along with the Blood Orange track by remixing sounds on the track, or creating their own tunes. The result is a personalized music video that consumers are able to share within their social channels. 

Gap has also partnered with Dev Hynes and visual artist/director Alex Da Corte to create a special video for Blood Orange’s song “It Is What It Is” to drive consumers to the experience.

“Play Your Stripes encapsulates the lighter tone of our Dress Normal Holiday campaign, by reinventing the idea of gifting crazy stripe knitwear for a digitally focused audience,” says Seth Farbman, Gap’s Global Chief Marketing Officer.

“It also reflects the increasing focus on digital and social media engagement we have been building toward as a brand. We’re inviting our customers to put a smile on the face of family and friends by sharing their musical talents in a fun and highly seasonal way. 

“Gap’s first store sold jeans and records, so it is fitting in the year of our 45th anniverssary to have a link back to our musical heritage, but in a way that will resonate with today’s youth culture,” said Farbman. 

W+K also created a series of 'Gap Art' Films, which you can view in a playlist below.

Play Your Stripes is part of Gap’s 2014 holiday campaign, which celebrates the spirit of the season through the Dress Normal lens. The Dress Normal 2014 holiday campaign also includes print, broadcast and online films directed by acclaimed Hollywood director Sofia Coppola, all accessible on The campaign was developed in partnership with Gap’s global agency, Wieden+Kennedy New York. 


Advertiser: Gap

Creative Agency

Account Manager: Tamera Geddes, Molly Friedman, Patty Ehinger

Creative Agency: W+K New York

Art Director: Trevor Gilley, Tyler Anderson

Business Affairs: Lisa Quintela

Copywriter: Rajeev Basu

Creative Director: Stuart Jennings, Nathaniel Lawlor

Designer: (Director) Serif Ozcan, Ben Clark, Alison Joseph, Chris Kelsch, Jorge Sierra

Director of Interactive Strategy: Marshall Ball

Executive Creative Director: Susan Hoffman, David Kolbusz

Executive Producer: Jonathan Percy

Head of Technology: Cameron Brown

Head of TV / Production: Brandon Kaplan, Nick Setounski

Music Supervisor: Andrew Charles Kahn

Producer: Jen Vladimirsky, Mutaurwa Mapondera, Alison Hill, Lisa Delonay

Team Manager: Tatyana Penalba, Kellie Pederson

Digital Production Company

Developer: Jeremiah Reichardt, Manuel Vivoda

Digital Production: Resn

Music and Sound

Audio Post Production: Rumble


Edit Company: The Editors

Editor: Luke Creethar

Post Production / VFX

Post Production House: All Ages Productions, Harvey Benschoter

Production Company

Director: Jeff Levine, Alex da Corte, Matt Devine

DOP: Zac Rubino, Ryley Brown

Executive Producer: Luis Aguiluz, David Dunn, Michael Ritchie

Producer: Kathy Zembera, Ted Passon, Josh Mullens / Alex Kember

Production Company: ACNE, All Ages Production , Will O’Rourke

Category: Clothing/fashion , Day/night wear

Genre: Digital