With the little time that I don't spend talking about, watching movies of, reading about, thinking about David Fincher, I try to work, study, watch some non-Fincher movies, read some books... Non imporant things :-)
High-production film-like ads for Gap Factory Store - THE DAILY GOOD
David Fincher, most known for directing “Fight Club” and “The Social Network”, produced a series of black and white ads for Gap. The use of monochrome colors give the ads a feeling of intrigue punctuated with sensuality. The high-production film-like quality makes you almost forget that you are watching a commercial if it wasn’t for that small indication near the end referencing the axis of the message. A feeling that it’s normal to get since the clips were filmed like a real movie as David Fincher made the actor run up the stairs 50 or 60 times in the clip below.
With New York Fashion Week and the TIFF (Toronto Film Festival) happening next week, it’s seems all too fitting that the ads are being released now. Both events are starting September 4th and you can expect to see those clips broadcasted more than once.
Dress Normal - Drive - GAP Commercial - Directed by David Fincher
I really love how well Fincher got the cgi background to look. Many filmmakers, still today, put too much detail into their driving backdrops in vfx. It makes it look so fake. David totally blurred it out, giving it a smooth “bokeh” feel to a drive at night in the city. You’re attention is not where they are but what’s happening inside.
The moment captured here is amazingly shot. It’s short, quiet but real. I believe he shot this many times to find the right humanistic moments. Those mistakes or quirks in a take. I think you can see that when she slips on the leather while trying to take off her wet jeans. There is a interesting story there we’ll never know. But it just shows the clothes worn on the central character in unique situation. As if it’s nothing but a casual thing to wear that product. But well, that’s what it is. Yet David sells it to you in a way that’s cool. Fincher, once again, showing us he’s a genius.
Amazing FIGHT CLUB panel tonight at Comic-Con. Pictured (from left to right): Rick Kleffel (moderator), Gerry Howard (editor), Chuck, David Fincher, Scott Allie (FIGHT CLUB 2 editor at Dark Horse Comics), Cameron Stewart (FC2 illustrator) and David Mack (FC2 cover artist). #sdcc