Nostalgia Reimagined: Dan Saelinger and OLLY Blend Childhood Memories with Cutting-Edge Creativity

This Dan Saelinger Project with OLLY is a vibrant back-to-school campaign steeped in nostalgic 90s aesthetics. Dan, whose work is heavily inspired by his childhood in the 80s and 90s, fully embraced the era’s playful and colorful elements. The two-day shoot in LA featured classic 90s toys and decor, such as Tomagachi and VHS tapes, capturing the essence of that nostalgic time.

Dan’s long-standing relationship with the OLLY team plays a crucial role in the project’s success. Built on years of collaboration and mutual trust, this relationship allows him the creative freedom to experiment and push boundaries. OLLY’s innovative team, known for its forward-thinking approach, supports Dan’s exploration of new ideas, resulting in a campaign that blends past and present in a fresh and dynamic way.

What was the core concept behind your latest campaign for OLLY?

The core concept behind my latest campaign for OLLY was to take a nostalgic dive into the 90s. We wanted to evoke the playful and vibrant essence of that era, so I designed the campaign with retro color palettes and iconic 90s items like lava lamps, slinkies, and retro video games. The idea was to capture the fun and whimsy of the 90s era, aligning with the current trend of retro revival in visual design.

Can you describe the set design process for the back-to-school shoot?

For the back-to-school shoot, I worked with stylist Laurie Raab to create distinct scenes inspired by 90s nostalgia. We conceptualized environments such as a teenager’s bedroom and a kitchen, choosing props like VHS tapes and cheese puffs to match the era’s aesthetic. We gathered a variety of props from LA prop houses and curated them on set to ensure the scenes truly reflected the vibrant and chaotic spirit of the 90s.

How has your long-standing relationship with OLLY influenced your creative process, and what role did their creative team play in supporting your experimentation in this campaign?

I’m deeply grateful for my years-long relationship with OLLY, which is grounded in mutual trust. OLLY empowers me to experiment and take creative risks, rather than always sticking to what I am stylistically known for. Their creative team has been instrumental in offering thoughtful initial direction and thematic inspiration while maintaining an open and collaborative approach. This trust allows me to push boundaries and explore new concepts. The team is always ahead of trends and exceptionally smart in their planning, making them a joy to work with. Collaborating with such a supportive and innovative team at OLLY has significantly contributed to the unique and engaging nature of this campaign, as well as allowed me to expand my personal style.

How do you feel about the trend of nostalgic themes in current design and advertising?

I see the trend of nostalgic themes in design and advertising as a joyful and powerful way to connect with audiences. Revisiting elements from my own childhood often inspires my work. These nostalgic themes resonate well with people, adding an emotional layer to the visual storytelling that makes campaigns more engaging and memorable.