Über trend-setters The Gap have created an in-house campaign utilizing the talents of filmmakers Cameron Crowe, the Coen brothers and Roman Coppola.

Shot on 35mm black and white film, the campaign stars Dennis Hopper, Christina Ricci, Kate Beckensale, Scarlett Johansson, Jay Hernandez and Ashton Kutcher.

Each spot in the campaign was shaped in filmic fashion using single, uninterrupted takes to accentuate the Gap's summer line of clothing, poignantly capturing a moment in time.

Coppola's spot, entitled "Down on Khaki Street" is a monochrome-zoned two-wheeler adventure. Four actors zoom on bikes toward a camera panning backward at equal speed in downtown LA. A huge television suddenly comes into view as the fashion conscious famers glide downhill, an obscure twist to an otherwise straightforward spot.

"The Gap basically wanted to create something that had no script yet somehow suggested being a segment from a film," explains Coppola, who worked alongside cinematographer Jeff Cronenwith (Fight Club, the upcoming K-19). "They wanted us to shoot in one take and have something with a twist to add some intrigue."

"We played with the choreography to determine how each actor jockeyed for positions," adds Cronenweth on timing and blocking. Shot from the back of a truck on Kodak 5231 film, Cronenweth used a Libra remote head to erase vibrations and bumps on the road giving the spot a free spirited feel. "It was all about the clothes; we just had to light them slightly off the truck to create highlights on the players."

The in-house creative team commenced the project by showing film shot with an old hand-cranked camera to assist in determining the look of the campaign. Freelance creative director Lisa Prisco teamed up with agency producers Leigh Donaldson and Tiffany Richter, while Annique Dobkin assisted as line producer.

"It was a very modest script and the key was to add little details to keep the feel unique," continues Coppola, currently in post on a promo for The Vines. "I just tried to capture a mood with a sense of playfulness and fun between the actors. It was a chance to work with some talented people while wrestling with the big challenge of pulling something off in one shot."