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 enlisted an artist to make a mega family portrait out of 1,000 pieces of clothing. Old Navy / The Martin Agency
Headshot of Sara Spary

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.

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

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.