Old Navy Donates $30 Million in Clothing to Struggling Families

The Martin Agency commissioned a massive art project to highlight the effort

Old Navy has commissioned an 800-square-foot art installation made from 1,000 pieces of clothing to promote its commitment to donating $30 million worth of clothing to struggling families during the Covid-19 pandemic.

The clothing company, which is owned by Gap Inc., will distribute goods to vulnerable families via nonprofit partners including Good360 and Baby2Baby.

To announce the program, the brand has released an online campaign featuring a time-lapse video of Richmond, Va., artist Noah Scalin, known for creating large-scale art installations out of everyday items. For this initiative, he made a portrait of a family using Old Navy clothing.

Created by The Martin Agency, the campaign takes the viewer through the process of apparel transforming into art. The agency said the artwork was Scalin’s largest installation to date and his first work with a brand.

CREDITS:

Client: Old Navy

Agency: The Martin Agency

Chief marketing officer: Jamie Gersch

VP brand engagement: Liat Weingarten

Senior manager of advertising: Amy Silver

Director of editorial: Kat Thompson

Chief executive officer: Kristen Cavallo

Chief creative officer: Karen Costello

SVP, group creative director: Anne Marie Hite

Copywriter: Page Jensen-Slattengren

Art director: Sally Lee

SVP, head of production: Tasha Dean

VP/executive content producer: Pamela Mahan

Senior content producer: Liza Miller / Brian Camp

Junior content producer: Dina Alemu

SVP, group account director: Liz Toms

Onboarding account supervisor: Abbey Reddington

Associate director, business affairs: Alice Isner

SVP/managing director, cultural impact and brand communications: Jaclyn Ruelle

Cultural communication executive: Ailyn Kelly

Associate director, financial affairs: Kelly Clow

Project manager: DeeDee Hamad

Project manager: Kevin Merrill

SVP/global group strategy director: Lance Koenig

Planning director: Elle Bass

Production company: SuperJoy

Director: Brian Camp

Co-director Dick Gordon

Director of photography: Brian Camp

SVP/executive producer: Brett Alexander

VP/head of production: Brian Creech

Sr business manager: Tracey Malkie

Director of production/line producer: Leslie Evers

Editorial company: SuperJoy

Editor: Dick Gordon

Super Joy producer: Brian Camp

Chief engineer: Neil Davis

Sr operations manager: Cheryl Lage

Director of production/line producer: Leslie Evers

Music track: You’re My Family

Artist: Serengeti

Label: Kobalt

Audio Mix: Rainmaker

Studio engineer: Bob Arno

Color: Super Joy

Colorist: CO3/Brian Camp

Flame/finishing: Super Joy

Flame artist: Chris Hagen

Flame artist assistant: Paul Wiederholt



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