Capturing real moments: Melanie Acevedo for Oshkosh

Oshkosh is promoting its spring 2012 collection through a look book, mailer, in-store promotions, and the Internet—a wide-ranging campaign featuring the fresh, sunny photography of Melanie Acevedo, who worked with creative director Caroline Morrison and art director Pontus Wormuth.

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Photo by Melanie Acevedo for Oshkosh.

Photo by Melanie Acevedo for Oshkosh.

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“We chose Melanie because her pictures capture real moments,” Pontus explained to me by email. “They tell stories and are perfect for visualizing a brand’s voice. Oshkosh B’gosh has the tagline ‘Genuine Article,’ so the kids, the action, the ideas all needed to feel ‘genuine.’ Melanie captured this concept beautifully. The images are fun to look at. They make you smile.”

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