OLD NAVY SUMMER — AMY OSBURN CREATIVE DIRECTOR

OLD NAVY SUMMER ‘23

I led campaign creation and execution for the summer 2023 campaign that spanned all channels from digital to store. With a team of designers, voice and art directors we concepted a campaign that felt fresh and vibrant and true to Old Navy’s voice. With the playful tagline “ ____ made me do it.” We built three separate blocks that all laddered up in a fresh way to our vibrant concept. Shot in Mexico by Anna Palma and Ericka McConnell.

CREATIVE LEADERSHIP, OMNI CHANNEL STRATEGY, CROSS FUNCTIONAL PARTNERSHIP, CREATIVE CONCEPT, CREATIVE PRODUCTION & BRIEF, ON SET DIRECTION

WHERE IT WAS FEATURED:
All Old Navy channels: digital, social, store and billboard

THE BRIEF

Launched with a Times Square billboard and expanded through a dynamic two-month campaign, featuring weekly refreshes of new collections across diverse locations. A showcase of scale, innovation, and evolving style.

THE BRANDING

Graphic elements used through the whole season balanced our fashion imagery with a sense of fun. Our color pallette was as fresh and bright as summer italian ices. Font choices were both bold and energetic that spotlighted our clever copy. Playful elements throughout kept the sunshine vibe going.

THE Summer logo

THE RESULTS

“Fashion made me do it” was shot against terra cotta walls of La Paz Mexico, With a more sophisticated collection for this block we used graphic architecture to frame models and product.

THE RESULTS

We hit the beaches of La Paz for our full on expression of “Summer made me do it.” With skies and water as vibrant as our product we amped it up even more with colorful props and a touch of the surreal.

THE RESULTS

For our stock up - we shot at a resort in Mexico with incredible ocean vistas. Creating a vibe of the best family and friend vacay ever, we kept it easy like a late summer’s day and on trend.