What does it mean for brands to participate in culture? In this episode, Rei sits down with Oli Walsh, the visionary CEO of Invisible Dynamics, to discuss cultural relevance in branding, and take us behind the scenes of the electrifying Gap campaign that became a global sensation. In defining cultural relevance, Rei and Oli discuss how brands can authentically integrate into the cultural fabric without becoming mere spectators. Discover how the campaign “Better in Denim,” starring the global girl group KATSEYE, catapulted Gap back into the cultural spotlight, generating over 400 million views.

Invisible Dynamics helps the world's most ambitious Brands accelerate growth through harnessing creativity, culture, and commerce to drive revenue and relevance. Changing times require a new kind of support, and their programs, products, and platforms uniquely deliver the tools needed for impactful brand transformation.

Timestamps:

0:03 Behind the Scenes of Gap's Viral Betting Denim Campaign
4:28 Cultural Relevance and Brand Participation in Modern Culture
13:59 Gap's Brand Transformation Through Strategic Leadership and Collaborations
29:52 Reviving Gap's Legacy Through Intentional Fashion Storytelling
37:42 The Impact of a Positive Message in Global Campaigns
43:50 Balancing Brand Identity with Humanistic and Competitive Enemies
53:25 Key Takeaways

Episode References:

Oli Walsh | LinkedIn
Invisible Dynamics | Website
Invisible Dynamics | Finalists at the 2025 Digiday Awards
Invisible Dynamics | Creativepool’s Small Agency of the Year
Invisible Dynamics | Adweek’s Creative 100
Invisible Dynamics | WWD: Meet Oli Walsh
Invisible Dynamics | Forbes: Why Gap’s ‘Better In Denim’ Ad Struck The Right Chord
Rei Inamoto | Instagram
I&CO | Corporate Site

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How Gap Won Culture Back - E71