Gap 'Get Loose' Fall 2024 Ad Campaign

Review of Gap ‘Get Loose’ Fall 2024 Ad Campaign by Director Dan Martensen and Choreographer Sergio Reis with Talent Troye Sivan and CDK Company

Gap teams with singer, dancer, and pop-culture force Troye Sivan to carry the iconic spirit of its 90s dance commercials forward for a new generation. Cleverly titled “Get Loose” in reference to both the denim fit and the spirit of breaking free through dance, the campaign was shot by director Dan Martensen.

Dancing alongside Troye is CDK company, a Netherlands-based dance group led by director and choreographer Sergio Reis. Reis also choreographed the instantly iconic music video for Troye’s song “Rush,” and now the two reunite to bring a similarly liberated and dynamic dance energy, this time around flavored with 90s hip-hop aesthetics.

Gap’s recent series of campaigns have formed a brilliant revisiting of their famous 90s dance ads, but have taken them to another level with imaginative production and smart casting. A khaki-focused ad, for example, stared breakout global pop sensation Tyla, while the back-to-school ad featured Jon Heder.

Building on this concept and bridging generations through the languages of denim and dance, Gap’s infectiously energetic spirit inspires us to embrace our inner movement and get loose.