How to make a GAP advert

BY 9:30 on a Friday morning in May at a studio in the meat-packing district in Manhattan, the choreographers Rich and Tone Talauega are two hours into a video shoot. To the sound of blasting rock music, and in front of a green seamless backdrop, a dancer in a denim pencil skirt, black sleeveless tank and newsboy cap reaches her arms out and rolls her hips. Tone crouches by her feet, pounding out the beat with his hand, while Rich watches through a monitor as the camera zooms in on her shifting torso. They get the shot, but the day’s work stretches out for 12 more intense hours — all for the Gap’s fall television campaign for its denim line, which begins nationally this week.

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