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Gap Moves From Choreographed Dance to Solo Moves in Denim Ads

Gap Inc. logoGap Inc.
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Gap’s new “Denim on Your Own” ad features musician Malcolm Todd and actress Inde Navarrette performing to Todd’s rendition of Robyn’s “Dancing on My Own.” Instead of Gap’s traditional choreographed dance routines, the campaign uses a movement director and more loose, individual motion as both performers move, roll, and slide in blank spaces, with Gap CMO Fabiola Torres describing the shift.

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