Gap set out to reclaim its place in culture—and its authority in denim. The challenge wasn’t simply reintroducing low-rise to a new generation, but ensuring the brand stood for more than revivalism alone.

By examining the cultural meaning of denim through Gap’s founding ethos of originality, and uncovered a deeper truth: denim has always served as a canvas for self-expression. And while personal style carries meaning on its own, it becomes far more powerful when expressed collectively—transforming individual identity into a shared movement.

From the outset, KATSEYE emerged as the perfect collaborator. Six artists from around the world, each with a distinct rhythm, and style—whose power is fully realized together. We brought the campaign to life through choreography that fused multiple dance styles into one undeniable moment, set to Kelis’s Milkshake.

The result was Gap’s most viral campaign ever. It placed the brand at the forefront of culture while creating a cross-generational moment that reactivated Y2K nostalgia in a fresh new way—through the unifying languages of music, movement, and low-rise denim.