Following a viral Fall campaign, Gap needed prove that its resurgence in culture wasn’t just a moment, but momentum—all while establishing fleece as its next cultural icon.

To do that, we believed Gap needed to redefine its role: from a brand that celebrates music culture to one that actively shapes it. Rather than simply soundtracking a campaign, we collaborated with an artist to create Gap's first-ever music video.

The strategy was rooted in a defining truth about modern music: it thrives on reinvention. Genres blur. Tracks are remixed. Artists build new eras around each album. And the next generation sees style not as something to inherit, but something to reinterpret as their own.

Young Miko embodied this shift perfectly. A genre-defying Puerto Rican artist whose signature hoodie-forward style has become synonymous with her identity, she had already reinvented Lil Wayne's Lollipop into her breakout hit Wassup. Together, we reinvented it once again—transforming the track into a cinematic music video where movement, styling, and storytelling constantly evolved, with Gap fleece serving as the foundation for every new expression.

To ensure the work authentically reflected the culture that inspired it, we assembled an all-Latina creative team—including Young Miko, a cast of Latina dancers, Mexican-American director Bethany Vargas, and choreographer Zoï Tatopoulos—to bring the vision to life.