Storytelling is hard enough to do at feature film length, but with its latest Instagram video marketing campaign, the Gap is challenging itself to tell a tale in short 15-second instalments. The 12-part microseries stars Jenny Slate and Paul Dano and it is described as "The weirdest love story ever Instagrammed."
Although more information about the looks shown in the video are available through links provided by the Gap, the series is more about telling a tale than it is pushing particular items of clothing. Now that Instagram supports automatic video looping, the 'Spring is Werid' short film becomes even more surreal to watch, especially since it is only delivered to viewers in bite-sized pieces. Still, fans of the Gap will want to routinely check in to follow along and see what happens in this unconventional tale of love.