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  • NeochaEDGE for GAP – bright, fun, playful stop-motion animation commercials featuring brand manifesto screen-printed on spring / summer products

    We’ve always wanted to work for GAP in China…such an epic, iconic brand with a ton of history and culture. Well, we recently got our chance!

    See below for two commercials we had a ton of fun designing and producing for iconic American clothing brand Gap.

    The 30-second stop-motion pieces bring to life the brand’s “Let’s Gap Together” campaign manifesto with handcrafted screen-printing and painting treatments on Spring / Summer Gap products together with a few other playful props. The English version will run in Hong Kong; the Chinese version will run throughout Mainland China.

    We love stop-motion animation and hope you enjoy the work as much as we do! Be sure to check out the behind-the-scenes and making-of photos we’ve also shared below to better understand how we did this…it’s a pretty cool process.

    The brand manifesto (which also works well as a life maxim) in English reads:

    “Let’s laugh, cry, kiss, fall in love, run, dance, skate, be free, have fun, cut loose, escape, wear what we want, live the dream, and be ourselves, because it’s a big, beautiful world out there. Let’s live it together.”

    The brand manifesto in Chinese reads:

    “LET’S,笑,哭,亲吻,恋爱,奔跑,跳舞,滑板,自由自在,无拘无束,甩掉束缚,随时,找乐,想怎么穿就怎么穿,梦不停,做自己,因为这是一个大大的精彩世界。让我们尽情体验TOGETHER。”

    Credits: Creative Agency / Production House: NeochaEDGE ///; executive producer / art director: Adam J. Schokora; director: Anthony Chen; assistant director: Luca Cozzi; hand painting: Shadow Chen; graphic design: Shadow Chen, Tu Qian, Zhu Zhen, Luca Cozzi; screen-printing: Nini Sum, Gregor Koerting; music / sound design / mixing: Albert Yu; editor: Xia Lee, Anthony Chen; producer: Jimi Zhang; production assistant: Castor Yan, Taylor Shen, Kevin Kenney, Xiao Hu.

    Lastly, a big shout-out to Y&R! As always, they did a great job of pulling everything together and making this 3rd phase of the “Let’s Gap Together” campaign a success. We love working with you guys…’till next time!

    For more from Gap in China, follow the brand’s Weibo feed or visit its official website.

    For more NeochaEDGE client work, link here. /// AjS


    “Let’s Gap Together” brand manifesto (English – also on Vimeo, Youku) ///


    “Let’s Gap Together” brand manifesto (Chinese – also on Vimeo, Youku) ///


    Gap brand manifesto key visual / poster (English, link here for Chinese version) ///


    Behind the scenes / “making-of” photos ///

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