Gap Jeans Take Shape with Shilo's New Spin on '70s Illustration

Bi-coastal creative studio, Shilo, today detailed it's contribution to a new :30 television commercial for Gap Inc.

The spot, titled "Jeans Take Shape," will mark the retailer's return to television advertising after nearly a year hiatus.

Breaking on July 20 the spot is part of a major cross-media marketing campaign created by Gap's creative agency Laird+Partners, which features a range of denim styles and silhouettes available at Gap this fall.

Print, radio, outdoor and online elements will support the nationally airing television spot.

Cut to Peaches' beat-heavy track, "Do Ya," the spot focuses a whole new energy on denim.

It features a series of dancers presented in black and white, each with their own unique movement and style.

Each dancer dons denim articles, highlighted in blue, that quickly morph from one style to another in the blink of an eye while Gap's classic white backdrop sets the stage for Shilo's innovative yet retro design elements which animate in time to the music.

The Shilo team designed and animated hundreds of hand-drawn illustrations each carefully rendered to appear as though an invisible hand was drawing it with pen and ink.

Stars, rainbows, abstract shapes, and typographic elements are set in motion in time to the choreographed dance moves.