Gap launches #SpringIsWeird Instagram mini-series

Comedian Jenny Slate stars in a series of 15-second videos for the clothing brand

Gap's #SpringIsWeird Instagram mini-series.
Gap's #SpringIsWeird Instagram mini-series.

Gap has created its own Instagram "micro-series" as part of its new #SpringIsWeird campaign by Wieden+Kennedy New York.

The 12-part video series, directed by duo Daniel Kwan and Daniel Scheinert (known as "The Daniels"), stars comedian and writer Jenny Slate. It follows the story of Slate and a romantic interest, dubbed "the weirdest love story ever Instagrammed."

One 15-second video will debut each week until the spring. Beyond Instagram, the video will appear on dating websites and apps.

A companion promotion called #APerfectFit features items of clothing to coincide with the activity.

Get ready for a strange spring with @jennyslate and Paul Dano, in the weirdest love story ever Instagrammed. #SpringIsWeird Follow the 12-episode film series and shop the spring looks you see at the link in our profile.

A video posted by GAP (@gap) on