I concepted, led, and executed Old Navy’s most successful Back-to-School campaign in brand history. The idea: put Gen Alpha in charge. The “Funnovation Lab” became a kid-run style laboratory where young creators designed, tested, and photographed their own looks—a celebration of choice, confidence, and self-expression. Kid designer Max Alexander (@couture.to.the.max) added cultural buzz as our star collaborator. The campaign unfolded as a full ecosystem—hero film and cutdowns, immersive lab-set photography, behind-the-scenes with Max, a refreshed site, retail integration, and a bold graphics toolkit spanning every channel. From creative strategy and concepting to scripting, casting, directing, art direction, and cross-functional partnership, I drove the vision and execution end-to-end. Art DIrection by Sylvia Tewes Shot By Ian Boddy, video direction by Columbine Goldsmith.