We’re proud to share that our Fall '24 campaign with Gap, Get Loose featuring Troye Sivan, has officially won a Webby Award—one of the Internet’s highest honors.

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.

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. 

We are thankful to be Gap's brand transformation partner. Thank you to everyone at Gap team, our entire cast and crew, and the Webbys for this recognition. 

Watch Get Loose ft. Troye Sivan below. 

Creative Concept, Art Direction, and Production by Invisible Dynamics and Gap.

Crew credits: Director/Choreographer Sergio Reis, Photographer Dan Martsensen, Netherlands Production Artillerie, Netherlands EP Philippe Avendaño Vera, Netherlands Producer Daimy Loupatty, Director Of Photography Max Millian Pitter, Stylist Kate Phelan, Hair Stylist Rudi Lewis, Makeup Artist Hannah Murray, Nail Artist Daniel Smedeman, Editor Mark Verhees, and Color by Mark Gethin.