Choose her look. Choose her fate.
From politics to fashion, the Hispanic community had developed a strong voice. And it wasn’t saying, I (heart) Old navy. To reach this fashion-forward, hyper-connected audience, we needed to create specific content, styles and experiences.
Partnering with Telemundo, we wrote and produced an interactive telenovela series filled with comedy, satire, drama and plot twists that turned real novella stars into Old Navy models. Viewers could influence each episode by voting on the main diva’s outfit, unlocking new looks on Facebook and impacting the series finale.
The cast had so much fun filming the series, their organic activity on social platforms became one of our strongest drivers for the program.
(Spoiler alert: she's in love with her bodyguard.)
Agency: AKQA
Role: Group Creative Director
Case Study Video
