Am I big David Fincher fan? No. But these four thirty second spots — shot with Fincher’s usual William Wyler-esque “forty takes” style of doing it over and over again until he gets precisely what he wants, are haunting, understated, and most interestingly for me, all the more compelling because they are in black and white.
I’m writing a book on black and white cinematography right now, and one of my central arguments is that black and white creates a world apart from the “all color” world we inhabit by the simple act of shooting in monochrome. There’s an immediate transformation of reality into something else, something moody and stylized, and that’s really the case here. This is a great use of black and white, and we should have more of it – in theatrical features, please, and not just commercials.
As Todd Wassermann reported in Mashable, “David Fincher, best known for his obsessive and meticulous direction of The Social Network, Zodiac and Fight Club, has helmed the latest round of ads for Gap, which are shot in black and white and strive to be enigmatic. The four ads, which roll out next week, complement a print campaign the retailer launched in mid-August . . . [and] feature Anjelica Huston, Elisabeth Moss and The Wire’s Michael K. Williams, among others.
Seth Farbman, Gap’s global CMO, told Mashable that the tagline was meant to be a ‘gentle provocation, in a way’ and are designed to connected with Millennials who are ‘pushing back on some of the chaos’ in their lives, some of which is driven by technology . . . The Fincher ads were created with that positioning in mind. However, they aren’t anthemic. Instead, they’re a bit cryptic and generate an atmosphere rather than tell a complete story. As Farbman puts it, they sort of jump into the middle of the story, skipping the beginning and leaving out the end.”