PATAGONIA
Over and Over and Over Again.
Everything is derivative, nothing is truly original. That is why Patagonia is doing things in an entirely new way by doing the same old thing. The Patagonia tee-cycle program makes old shirts destined for the landfill new over and over and over again. Through the cyclical repetition of old Patagonia ads, this campaign exemplifies the closed-loop cycle the tee-cycle aims to create.
Role: Conception, Art Direction & Design.
The Top Story.
The Museum of Natural History features a tee-cycle exhibit on the evolution of t-shirts. Throughout the years of innovation, witnessing the fabric of our future evolve is quite something. Come see the same old new unoriginal shirt and what history is all about! Be sure to stop by the gift shop where the tee-cycle shirts will be on sale for you to take home this artifact of innovation!
Rinse and Repeat.
We’re glad you grabbed a t-shirt on the way out. Check the tag of your shirt for not only detailed instructions on how to do this task called ‘washing’ clothes, but a QR code will also lead you to see the history of where your specific shirt previously came from and explore its past lives.
Come Full Circle.
Now get that shirt on you and head to one of Patagonia’s human-sized rideable wheels placed around notoriously “productive” design districts and hubs of creativity, humanity and performance. Despite culture feeling and looking different, we often keep moving into the same place.
The Same Old New National Park.
You have your shirt so now it’s time to get outside to be reminded why we do this. Come to Patagonia’s re-opening of our New Old Grand Canyon. Get outside and visit the well known, never before seen, incredible old new national park as it continues to be reborn by constant erosion and change. Well, until the water dries up… then it’ll just be the same old thing.
The New Old Tee-Cycle Instagram
Oops… we used the same old things to make something new, again?
Just Do It. Again.
The Tee-Cycle celebrates other’s unoriginal ideas by commenting on brands posts that, for better or worse, keep doing the same old thing in new ways.
…And, let’s retweet over and over and over again.
Tik Tok
Patagonia uses Tik Tok, an infinitely scrollable platform, to promote the tee-cycle program.
AD: Annie Blasberg
CW: Dolly Lamanado
