by Stephen Garner

This holiday, Gap introduces the “Dream The Future” campaign, underscoring the brand’s platform of modern American optimism celebrated through togetherness. The campaign launches on national television and digitally on Tuesday to a reimagined demo of “Dream Baby Dream,” by singer and songwriter Karen O.

Directed by photographer and director Christian Weber, the campaign aims to celebrate the shared emotions that connect us, expressed through motion by dancer and celebrity choreographer Ryan Heffington. The creative champions diversity, showcasing a community of family, friends, and strangers uniting and igniting each other with words that define a better tomorrow. An offshoot of the main spot features a connected expression of improvised dance by artists Lil Buck and Myles Yachts, shot in one take.

“As we approach the end of a challenging year, we recognize that our country is fatigued and longing for a sense of unity,” said Mary Alderete, global head of Gap marketing. “We must continue to look forward and promise to create a better future together. We’re optimistic that we can celebrate, not just our differences, but our common humanity.” 

“Dance is a universal language that can express the endless emotions of humans,” added Heffington. “With this holiday campaign for Gap, it was a pleasure to execute in physical form what the holidays exude. In times like these, it’s important to celebrate the gifts in life, our relationships, and the community alike. May this project inspire and remind people that hope, warmth, and happiness is worth sharing during this holiday season.”

Gap will bring the campaign to life by kicking off a dance challenge on social media, encouraging communities to band together during one of the most difficult years we’ve faced in recent history, support those in need, and participate with friends and families.

And, in honor of Giving Tuesday, Gap will make a donation to Boys & Girls Clubs of America for every dance challenge video, up to $50,000. Stay tuned for dance challenge details to be announced in November.