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GAP’s latest launch video for their Wearlight Denim summer range takes the idea of light clothing and runs away with it. The advert plays with both perspective and gravity to create a really trippy effects, models jump around on a specially built set with built-in trampolines, effortlessly walking along walls, flipping over ledges and falling back down in a carefully choreographed routine. Camera angles are flipped to make the whole thing seem like some kind of gravity-defying MC Esher drawing, but the idea of light playfulness ties in perfectly with the campaigns central idea of summery, breezy clothing.

GAP|Wearlight Denim|Fashion|Advert

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