Old Navy announces coronavirus donation with a stunning piece of clothing art
Brand tapped artist Noah Scalin to create a portrait of the American family
May 12, 2020
Old Navy is the latest marketer to do its part in contributing to coronavirus efforts. Today, the retailer has announced that it will be donating more than $30 million worth of clothing to American families in need. But before 1,000 of those pieces were distributed to moms, dads and kids, they played a role in the brand’s latest spot, its first work from The Martin Agency. The company won the retailer's creative account in February, after seven years with Chandelier.
Old Navy tapped artist Noah Scalin—known for his works made of everyday objects— to create a large-scale American family portrait with those clothing items. The colorful creation depicts a mom and her two daughters and measured 40 feet long and 20 feet wide, Scalin’s largest work to date. He has created works from clothes before, as seen in his portraits of businesswoman Maggie L. Walker and African-American photographer James Conway Farley, but this marks his first-ever clothing art installation in partnership with a brand.
Old Navy captured Scalin’s process in a time-lapes video. Afterwards, the work was broken down to become part of Old Navy’s clothing donation.