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Created and produced by Invisible Dynamics, Get Loose is an explosion of big moves—and bigger jeans. A showcase of how dance is a force for good. And nothing is more democratizing than denim.

The campaign, titled “Get loose,” stars GRAMMY®-nominated global pop star Troye Sivan and the dance group CDK Company, with direction and choreography by Sergio Reis. Set to Thundercat’s viral hit “Funny Thing,” the film, shot by Dan Martensen, reunites Sivan and Reis and features original choreography showcasing dancers in baggy and loose fit denim, inspiring free movement and personal style.

In crafting the campaign, we drew on the authentic brand codes that make Gap iconic and infused them with cultural relevance for today. The result—a campaign that set the Internet ablaze.

Get Loose generated over 112 million views across platforms and secured 54 high-impact media placements, including features in GQ, Dazed, Esquire, and Rolling Stone. The campaign video drove immediate engagement, amassing 100K likes within the first three hours and reaching 2M views in under 24 hours.

Momentum continued to scale. The campaign has since surpassed 60 million views on TikTok, with more than 50,000 user-generated videos created using the original soundtrack—“Funny Things” by Thundercat—spurring a wave of organic content ranging from choreography to commentary. The #Gap hashtag surged to 40 million global views, reflecting significant cultural traction.

The campaign’s cultural impact translated directly into business performance. Gap's comps were up 3%, the fourth consecutive quarter of positive comps, and the brand delivered its sixth consecutive quarter of market share gains, with Get Loose playing a pivotal role in positioning the brand back at the center of the cultural and commercial conversation.