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.