The creative team at Outside was called on to provide editorial, graphics and color for the exciting new Spring '08 re-launch campaign for popular retailer Old Navy. Working closely with Old Navy's VP of Marketing/Creative Director Landis Smithers, as well as ad agency Chandelier, the four-spot campaign was unveiled on Valentine's Day (Feb 14th) with the launch of the 60-second "Urban Explorer," as well as two 30-second versions of the same spot. The additional three commercials will be rolled out between now and May '08.
For "Urban Explorer," Outside provided editorial via Jeff Ferruzzo, graphics by Jaime Lamond and color by Alex Bickel.
"I couldn't have asked for a more collaborative experience," says Landis Smithers. "From the beginning, we knew we needed partners who could not just bring us a new way of telling a story, but a new face for our film and graphics. Outside was there with us every step of the way, not just executing, but surprising us at every step. Their work is truly world-class, and, perhaps more importantly, they are freaking fun to work with."
For Outside Editor Jeff Ferruzzo, there were many highlights to this new Old Navy campaign. Ferruzzo, Lamond and Outside Executive Producer Sila Soyer all flew down to Buenos Aires for the production phase of the project. Via their laptops, Ferruzzo edited the footage using Apple Final Cut and Lamond added graphics using AfterEffects. In addition, they were excited to work with feature film DP Darius Khondji, shooting on the Red Camera, a highly anticipated Hi-Def digital camera, capable of recording resolutions up to 4K. The spots were also directed by Old Navy's Landis Smithers.
"Chandelier and Old Navy got us involved well before the shoot, which allowed us to do some in-depth graphics exploration, as well as establish a seamless workflow with the RED camera files," notes Jeff Ferruzzo. "It also really helped to be down there during the pre-pro and on-set at the beginning of the shoot. I was able to spend time with Landis and get a clear feel and idea as to what he was going for. The entire process was very collaborative from the get-go, and I think it was our getting to work as a very close knit team with Old Navy and Chandelier which really helped realize the fullest potential of the spots."
"These four films are very unique," adds Outside's Jaime Lamond, "because the clients at Old Navy and Chandelier really created a world for these characters to exist in. We were given very clear guidelines in terms of the graphics. But we incorporated a look that helped to propel story and character. As long as we hit some very key story points, we were given a great deal of creative freedom which was very rewarding."
Outside's award-winning editor Neil Gust provided editorial for the Old Navy spot "Road Trip," which will air later this spring.