Introducing Give Your Gift. Gap Holiday 24
Created and produced by Invisible Dynamics. Directed by Samuel Bradley.
Gap has announced the release of the Holiday 2024 campaign, Give Your Gift, which was created and produced by Invisible Dynamics. Spotlighting Gap’s CashSoft knits, the campaign celebrates the gifts in all of us, made to be shared. The campaign received over 2 million organic views in the first 24 hours.
The holidays are about coming together. This year, we wanted to give new meaning to that. So we brought 9 singers we discovered on social from all over the country to sing live together for the first time — with only hours of rehearsal.
The goal? To show that while we may not know each other or may come from different places, we can find common ground through sharing our gifts with one another. Celebrating individuals who share their gifts with us every day.
And during a time we need it most, a reminder that we are better together.
Featuring a dynamic ensemble of viral music talents discovered on TikTok—Amaria McGee, Aneesa Al-Musawwir, Hana Effron, Lamont Landers, Liamani Segura, Paige Fish, PawPaw Rod, Nyjah Music, and Zyah Rhythm—the campaign showcases artists who’ve made a mark by sharing their creativity with the world. These creators came together for the first time to reimagine Janet Jackson’s iconic '90s hit Together Again in an a cappella arrangement by Patrick Zappia and Alexander Blake.
In its debut, the campaign received glowing coverage. WWD hailed it for offering “a platform for musical creators to share their talent,” while AdWeek applauded the work for its joyful '90s throwback. Even industry legends took note—Janet Jackson herself shared her support on Instagram Stories, and singer-songwriter Charlie Puth simply commented, “Wow.”
Social media users highlighted the campaign’s commitment to nurturing creativity:
Others called out their memories of archival Gap campaigns:
Following on from the viral success of the Spring 24 Linen Moves and Fall 24 Get Loose campaigns, Give Your Gift marks the latest chapter in Gap’s journey back to the center of cultural conversation — reconnecting with its roots, while gaining relevance with a new generation of consumers.
