GAP's Give Your Gift 2025 holiday campaign features Sienna Spiro and a multigenerational choir reimagining Miley Cyrus's The Climb, surpassing 30 million views.
ARCHIVEGAP Give Your Gift Unites Generations Through Music and Fashion
GAP's Give Your Gift is the brand's 2025 holiday campaign, launched in the United States on November 4, 2025, by creative partner Invisible Dynamics — a 90-second film anchored by singer-songwriter Sienna Spiro and a multigenerational choir performing a reimagined version of Miley Cyrus's "The Climb," celebrating how sharing individual gifts creates collective strength.
The campaign arrives as a deliberate continuation of the music-led, creator-focused platform GAP established in 2024, as reported by Marketing Dive. Where the 2024 edition centered on Janet Jackson's "Together Again," Give Your Gift 2025 pivots to a song more nakedly about aspiration and perseverance, anchoring its emotional argument in generational breadth rather than nostalgia alone. The choir spans ages 8 to 72, according to GAP's own editorial documentation, making the age range itself a storytelling device — a visual proof of the campaign's claim that the impulse to give and connect is universal.
In the United States, the campaign distributes across digital, social, video, and GAP-owned brand channels, ensuring the film functions as both a broadcast-scale emotional statement and a social-native piece of content. GAP Global Chief Marketing Officer Fabiola Torres, who has held the CMO role for approximately 18 months as of November 2025 according to Marketing Dive, describes the campaign as a continuation of GAP's mission to uplift creators and connect through authentic, multigenerational storytelling. The holiday collection running alongside the campaign spotlights CashSoft silhouettes, expanded matching sets, and updated fleece essentials — products positioned for both gifting and self-gifting, grounding the emotional platform in a concrete retail offer.
Directed by Bethany Vargas and photographed by Bjorn Iooss, Give Your Gift marks a returning creative partnership: the same director and photographer helmed GAP's prior "Better in Denim" campaign, as reported by The Drum. That continuity of craft signals institutional commitment to a visual language — warm, human-scale, movement-driven — rather than a one-off seasonal gesture. The Clapboard Score for Give Your Gift is 72 out of 100, reflecting strong emotional architecture and cultural resonance with room for deeper measurable activation.
ARCHIVEGAP operates in the mass-market and accessible mid-market apparel segment, where brand relevance and emotional distinctiveness are as decisive as price and convenience. The United States holiday retail window is among the most contested advertising periods of the year, placing premium on campaigns that earn attention rather than simply buy it. Give Your Gift is built on the insight that individuality, when shared, becomes connection — a proposition that cuts across age cohorts and positions GAP as a brand for the whole household rather than a single demographic.
The strategic rationale is reinforced by GAP's own platform lineage. As reported by Retail Dive and Media Post, the 2025 campaign continues a creator-uplift platform that began taking shape in 2022 with the "Icons" campaign and accelerated through the 2024 holiday cycle. By returning to the same director, photographer, and structural logic — an emerging artist, a reimagined song, a diverse cast — GAP is building a recognisable creative system rather than reinventing its identity each season. CMO Fabiola Torres confirmed this continuity framing explicitly, as quoted by Marketing Dive in November 2025.
Competitive context sharpens the choice. In the United States holiday apparel market, brands such as Levi's and Old Navy — the latter a sister brand within GAP Inc. — compete for the same casual, value-conscious consumer. Levi's has historically leaned on heritage and denim authority; Old Navy on family pricing and volume. GAP's decision to invest in a cinematic music film rather than a promotional-led campaign is a deliberate move up the brand-equity curve, using emotional storytelling to justify mid-market positioning against fast-fashion challengers. Offline retail remains a dominant channel in the US apparel market, according to Grand View Research, underscoring why the campaign bridges social and in-store touchpoints rather than operating purely in digital.
Bethany Vargas directs Give Your Gift with the same sensibility she brought to GAP's "Better in Denim" campaign, as documented by The Drum and Invisible Dynamics. Her approach favours intimacy at scale — close-enough framing to register individual faces and gestures within a production large enough to hold a choir of more than twenty performers spanning six decades of life. That tension between the personal and the collective is the film's central creative argument made visible.
Director of photography Ben Carrey, with still photography by Bjorn Iooss, establishes a visual register that is warm and textural without tipping into sentimentality, per production credits documented by Invisible Dynamics and gapinc.com. The colour palette mirrors the holiday collection itself — the muted richness of CashSoft fabrications, the earthy tones of updated fleece — so that product and film feel like the same creative decision rather than parallel executions. Production designer Wesley Goodrich and editor Sofia Kerpa complete a creative team that, taken as a whole, represents a tightly integrated production unit operating under Invisible Productions.
The musical centrepiece is Sienna Spiro, a 20-year-old London-based singer-songwriter whose reimagining of Miley Cyrus's "The Climb" transforms the original's solo-climber narrative into a choral declaration of shared strength. Music and sound are handled by Affect, whose production choices foreground the choir's generational range — the slight grain of older voices against the clarity of younger ones — as a sonic metaphor for the campaign's core message. The choice to work with an emerging rather than established artist is deliberate: as CMO Fabiola Torres noted to Marketing Dive, the campaign is rooted in uplifting creators, making Spiro's relative anonymity part of the creative logic rather than a constraint. The multigenerational choir, spanning ages 8 to 72, functions as both cast and argument, embodying the idea that the gift of self-expression belongs to no single generation.
Give Your Gift generated more than 30 million views as of December 9, 2025, according to GAP Global CMO Fabiola Torres as reported by Marketing Dive. That figure, reached within approximately five weeks of the November 4 launch, places the campaign among the more rapidly distributed fashion films of the 2025 US holiday season. GAP's broader 2025 marketing activity, of which Give Your Gift is the flagship piece, generated 8 billion media impressions, as reported by Marketing Dive, demonstrating the platform's reach beyond the film itself.
The Drum named Give Your Gift its "Ad of the Day," as documented by The Drum, providing an independent editorial signal of creative distinction in a crowded seasonal market. That recognition matters structurally: earned editorial coverage in trade press extends the effective media footprint of a campaign without additional paid spend, reinforcing the brand-equity argument Torres has articulated publicly.
Structurally, Give Your Gift is effective for three reasons visible in its construction. First, the 90-second runtime is long enough to build genuine emotional momentum — most holiday retail spots compress to 30 or 60 seconds, sacrificing narrative depth for frequency. Second, the multigenerational choir expands the campaign's addressable audience without fragmenting it; a single film speaks to grandparents and grandchildren simultaneously. Third, the continuity of creative personnel — Vargas, Iooss, and the Invisible Dynamics team returning from prior campaigns — produces a visual and tonal coherence that compounds brand recognition over time rather than resetting it. The Clapboard Score of 72 out of 100 reflects this strong emotional and strategic foundation, with the primary opportunity for improvement lying in deeper conversion-linked activation at the retail and digital commerce layer.
Give Your Gift is GAP's 2025 holiday campaign, launched in the United States on November 4, 2025. Created with Invisible Dynamics, it features a 90-second film in which singer Sienna Spiro and a multigenerational choir perform a reimagined version of Miley Cyrus's "The Climb," celebrating individuality and collective connection across the holiday season.
Bethany Vargas directed the Give Your Gift film. She previously directed GAP's "Better in Denim" campaign, as reported by The Drum. Still photography was handled by Bjorn Iooss, with Ben Carrey serving as director of photography, all working under production company Invisible Productions on behalf of agency Invisible Dynamics.
Sienna Spiro is a 20-year-old London-based singer-songwriter who performs the campaign's musical centrepiece. GAP CMO Fabiola Torres, as quoted by Marketing Dive, described the campaign as rooted in uplifting emerging creators. Spiro's reimagining of Miley Cyrus's "The Climb" with a multigenerational choir drives the film's emotional core.
Give Your Gift surpassed 30 million views as of December 9, 2025, according to GAP Global CMO Fabiola Torres as reported by Marketing Dive. The campaign launched November 4, 2025, meaning it reached that figure within approximately five weeks, as part of a broader 2025 marketing effort that generated 8 billion media impressions.
Give Your Gift continues a music-led creative platform GAP established in 2024, as reported by Retail Dive and Media Post. The 2024 holiday campaign used the same title and featured emerging musical talent alongside a reimagined song — Janet Jackson's "Together Again" — establishing the structural template that the 2025 edition refines and extends.
GAP's Give Your Gift campaign earns a Clapboard Score of 72 out of 100. The score reflects strong emotional architecture, multigenerational storytelling, and verified viewership performance. The primary opportunity identified is deeper integration of conversion-linked activation at the retail and digital commerce layer to complement the campaign's proven brand-equity impact.
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