Clothes Makes The Mom And Her Two Daughters For Old Navy, The Martin Agency

By

Robert Goldrich
Monday, May. 18, 2020

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Old Navy has been clothing American families since 1994, and recognizes that the need to serve families has never been greater. The COVID-19 crisis has left many Americans struggling to provide basic necessities for their families. In response, Old Navy is donating over $30 million of clothing to American families in need.

To announce the donation, Old Navy has released a video depicting a unique portrait of the American family by Richmond, Virginia-based artist Noah Scalin. Known for creating large-scale art installations out of everyday items, Scalin constructed a portrait of a mother and her two daughters, formed entirely out of Old Navy clothing (1,000 pieces). The portrait, measuring at 40 ft deep x 20 ft wide, is revealed as a time-lapse video, taking the viewer through the journey of apparel transforming into art. This marks Noah’s first-ever clothing art installation in partnership with a brand, and his largest to-date.

“I was so honored that The Martin Agency reached out to me with this project. One of my goals as an artist is give people an opportunity to see their everyday things, like clothing, differently and discover the potential for those things to come to life in new ways,” shared Scalin. “I love the fact that Old Navy has such an inclusive message and strong perspective about the importance of family. It made me feel good to know that my first brand partnership, of this scale, was about being thoughtful about the impact that Old Navy has on our world. Even the fact that they decided to work with an artist like me during these times says a lot about supporting a community. They chose to do things differently.”

Old Navy is working with a number of partners to distribute the goods to vulnerable families including nonprofit organizations Good360and Baby2Baby, as well as transportation partner Penske Logistics.

In addition to the clothing donation:

  • Old Navy is also donating 50,000 non-medical reusable masks to longtime partner Boys & Girls Clubs of America. Many of their clubhouses have remained open and operational throughout the crisis as a safe place for kids and families in underserved communities.
  • Old Navy has been assisting in COVID-19 response efforts under parent company Gap Inc. which has leveraged its expansive supply chain to connect hospital networks with millions of critical PPE (personal protective equipment), including N95 masks, for frontline healthcare workers. 
  • The Gap Foundation previously announced a $1 million donation to local, state, national and international non-profit organizations to support underserved families during the coronavirus crisis.
Credits

Client Old Navy/Gap Agency The Martin Agency, Richmond, Va. Kirsten Cavallo, CEO; Karen Costello, chief creative officer; Anne Marie Hite, SVP, group creative director; Page Jensen-Slattengren, copywriter; Sally Lee, art director; Tasha Dean, SVP, head of production; Pamela Mahan, VP, executive content producer; Liza Miller, Brian Camp, sr. content producers; Dina Elemu, jr. content producer; Jaclyn Ruelle, SVP/managing director, cultural impact & brand communications; Ailyn Kelly, cultural communication executive; Lance Koenig, SVP/global group strategy director; Elle Bass, planning director. Production Superjoy Brian Camp, director/DP; Dick Gordon, co-director; Brett Alexander, SVP/exec producer; Brian Creech, VP/head of production; Leslie Evers, director of production/line producer. Editorial Superjoy Dick Gordon, editor; Brian Camp, producer; Neil Davis, chief engineer; Cheryl Lage, sr. operations manager; Leslie Evers, director of production/line producer. Music Track: “You’re My Family”; Serengeti, artist; Kobalt, label. Audio Post Rainmaker Bob Arno, studio engineer. Color Superjoy Brian Camp, colorist. Flame/Finishing Superjoy Chris Hagen, Flame artist; Paul Wiederholt, Flame artist assistant.

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