Old Navy has been running “Funnovations Inc.”, an advertising campaign inviting customers to “come fun, come all” and experience the secret source of all Old Navy fun, the place where the brand’s quirkiest ideas are born and tested. The campaign, run in stores, on television (15 spots), online and on mobile devices over the holiday season, combines live-action with hand made details and visual effects. Old Navy released a digital ‘tour’ of the Old Navy lab within Funnovations Inc. via its YouTube Channel.
The first commercial tells the story of the Old Navy “Perfect Puff” jacket and how the teams and magical machines at Funnovations Inc. make sure the coats are made with “just the right amount of puff.” Click on the image below to play The Perfect Pufferizer with Outer Wear in YouTube (HD)
How does Old Navy knit so many kinds of sweater-y gifts with so much love? Grandmabot, of course! All sweater boots, sweater bags, sweater hats and sweater sweaters are just $15 and under this week only at Old Navy! Click on the image below to play the Grandmabot video in YouTube (HD)
Introducing new Cozy Wear from Old Navy Funnovations Inc. What makes Cozy Wear so cozy? Activate the Cozyscope! See? It’s the soft, Sherpa-like lining, of course, making every coat, hat and hoodie cozy to the core. Click on the image below to play the Cozyscope video in YouTube (HD)
Get more sole! Bootologist, Bootsy Collins has done the incredible. Loads of styles of Incrediboots starting $15. Click on the image below to play the Bootologist video in YouTube (HD)
Old Navy Funnovations Inc. is cute testing Old Navy Critter Hats against the holiday’s Scroogiest Scrooges. Pop in this weekend and grab some critter hats for your cuties. Click on the image below to play the Scrooges video in YouTube (HD)
Thanksgiving Day was Gobblepalooza 3D at Old Navy. Take a break from your feast and take advantage of eye-popping deals — the whole store’s on sale. Click on the image below to play the Eye Popping Simulator video in YouTube (HD)
The Old Navy Funnovations Inc. Tree is bursting with five-buck gifts! Hurry in for Performance fleece, thermals and graphic tees for only $5 Click on the image below to play the Tree Trimming video in YouTube (HD)
Click on the image below to play the Funnovations Tour video in YouTube (HD)
The Funnoations campaign was developed at Crispin Porter & Bogusky by executive creative directors Tiffany Rolfe, Jason Gaboriau, creative director Robin Fitzgerald, art directors Mike Kohlbecker, Cerra Buckholz, copywriters Alex Sann, Dafna Garber, executive producer Deb Drumm, producer Julia Lafferty, associate producer Jackie Maloney, account director Kate Higgins.
The Funnovations campaign was produced at Psyop via Smuggler by creative directors Todd Mueller and Kylie Matulick, executive producers Neysa Horsburgh and Frederic Liebert, producer Nick Fraser, live action producer Donald Taylor, director of photography Mandy Walker, associate producer Minh Ly, VFX supervisor Lane Jolly, designers Georgia Tribuiani and Lilit Heyrapetyan, storyboard artist Vinny Dellay, matte painter Laurent Ben-Mimoun, lead technical director Kyle Cassidy, lead Flame artist Miles Essmiller, Flame artists Thibault Debaveye and Colleen Smith-Brattesa, compositors Julie Lenoble, Cris Kong, Brian Bloss, Jason Heinze, Brian Williams, modelers/riggers Kyle Cassidy, Victor Garza, animators Yvain Gnabro, Victor Garza, Kyle Cassidy, texture artist Victor Garza, lighters Victor Garza, Barry Kriegshauser, roto artists Brian Bloss, George Faul, Davina Bilow, Marianne Magne, tracker Mark Lipsmeyer, GFX artist Cris Kong, 3D lead artist Kyle Cassidy.
“For this campaign we wanted to create a factory like one no-one has ever seen,” says Psyop. “We wanted to make it more of a funhouse than a warehouse – like Santa had a falling out with his head elf and the elf quit and started his own company with Sun Ra and Takashi Murakami and they hired Willy Wonka as the CEO.” adds Psyop.