[step:Exhibit two paths $\ell^+, \ell^-: I \to I \times I$ whose $F$-images are the two sides of the desired identity]
Define the top-edge path
\begin{align*}
\ell^+: I &\to I \times I \\
s &\mapsto (s, 1).
\end{align*}
Define the three-sided path $\ell^-: I \to I \times I$ by traversing, in order, the left edge downward, the bottom edge rightward, and the right edge upward. Using the standard reparametrisation of the interval into thirds, set
\begin{align*}
\ell^-(s) = \begin{cases}
(0, \, 1 - 3s) & \text{if } s \in [0, 1/3], \\
(3s - 1, \, 0) & \text{if } s \in [1/3, 2/3], \\
(1, \, 3s - 2) & \text{if } s \in [2/3, 1].
\end{cases}
\end{align*}
The three pieces agree at the junction points $s = 1/3$ (both give $(0, 0)$) and $s = 2/3$ (both give $(1, 0)$), so $\ell^-$ is continuous. Its endpoints are $\ell^-(0) = (0, 1)$ and $\ell^-(1) = (1, 1)$, matching those of $\ell^+$.
We compute $F \circ \ell^+$ and $F \circ \ell^-$ using the boundary values recorded in the previous step. First,
\begin{align*}
(F \circ \ell^+)(s) = F(s, 1) = g(\gamma(s)) = (g \circ \gamma)(s).
\end{align*}
Second, on the three subintervals,
\begin{align*}
s \in [0, 1/3]: \quad (F \circ \ell^-)(s) &= F(0, 1 - 3s) = u(1 - 3s), \\
s \in [1/3, 2/3]: \quad (F \circ \ell^-)(s) &= F(3s - 1, 0) = f(\gamma(3s - 1)), \\
s \in [2/3, 1]: \quad (F \circ \ell^-)(s) &= F(1, 3s - 2) = u(3s - 2).
\end{align*}
On $[0, 1/3]$, $s \mapsto u(1 - 3s)$ is the standard third-interval reparametrisation of the reversed path $u^{-1}(t) := u(1 - t)$; on $[1/3, 2/3]$ we see the standard reparametrisation of $f \circ \gamma$; on $[2/3, 1]$ the standard reparametrisation of $u$. By the definition of path concatenation,
\begin{align*}
F \circ \ell^- = u^{-1} \cdot (f \circ \gamma) \cdot u.
\end{align*}
[/step]