Welcome to Funnovations Inc., Old Navy's innovation center run by the likes of Mr. T (yes, The A-Team), Blossom (Mayim Bialik), and cousin Joey (Joe Lawrence). Here, along with agency Crispin Bogusky & Porter, we put our imaginations to work and come up with highly unlikely ways these products are conceived and constructed.
Each room inside Funnovations Inc. has a signature design specific to the Old Navy product, along with its familiar funn-o-vator. Blossom is in charge of spraying the spring floral dresses with colorful bee pollen, while Mr. T massages the T-shirts to utter softness. The hilarious John Michael Higgins and his sidekick 'glasses' give you the skinny on sales tips.
We designed all the sets ourselves, which were mostly created in-camera. The campaign was shot over the course of 10 days in an old aerospace factory where the space shuttle was developed. We leveraged the existing infrastructure and augmented it with large set builds supplied by every set shop in Los Angeles.
A highlight of the campaign's success was being parodied on SNL after it went live.