GAP launches holiday “dream the future” campaign


GAP launches holiday “dream the future” campaign

A celebration of modern american optimism

This holiday, GAP launches holiday “dream the future” campaign, underscoring the brand’s platform of modern American optimism celebrated through togetherness. Following the brand’s Fall BE THE FUTURE and STAND UNITED campaigns, grounded in unity and amplifying voices for a better tomorrow, Gap invites everyone to dream towards a brighter future together, connected in joy, peace, empathy and love.

DREAM THE FUTURE is a reflection of hope – hope that we move forward together and hope that the racial and social divides between us will not exist for future generations. It’s a time to lift one another and care for each other. GAP holiday “dream the future” launches on national television and digitally today (2 November 2020) to a reimagined demo of “Dream Baby Dream,” by singer and songwriter Karen O. Dreams give us hope for a brighter 2021. Together, we can make significant strides forward, hand in hand for future.

Directed by award-winning photographer and director, Christian Weber, the campaign celebrates 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.

“Dance is a universal language that can express the endless emotions of humans,” says choreographer Ryan 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 community alike. May this project inspire and remind people that hope, warmth and happiness is worth sharing during this holiday season.”

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