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 not as a product but as a shared performance. A way to belong without blending in.

According to BoF (and the comments section) it’s Gap’s ‘most viral campaign ever,’ with over 250m views and counting.