This holiday, Gap introduces the 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.
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.
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. To encourage everyone to dream the future, 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. 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. Everyone can shop the holiday collection on gap.com and follow along on @gap.