What happens when Gap gives the world permission to have fun in denim again? You get Better in Denim: a campaign equal parts nostalgia play and cultural reset. Fronted by Katseye and soundtracked by Kelis’ Milkshake, it fused Y2K nostalgia with next-gen confidence and reminded the internet why Gap still owns the genre it created. I led the narrative, reframing denim as way to belong without blending in.

Since launch, it’s become the most-viewed, most-liked, and most-shared content in Gap’s history, with over 600M+ views, 250K+ UGC moments, 8B+ impressions across culture. So yeah, damn right, it’s better than yours.