Walmart Fall Fashion
Art Direction
Digital
Social
Walmart Creative, Fashion
The Case
People don’t see Walmart as a destination for style. They think it as a pitstop on a roadtrip or a place for cheap goods. Our challenge was to shift perception of the brand’s style offerings during a fashion-forward fall season.
The Strategy
This season introduced the new Walmart brand platform, “Who Knew?” which is an effort to drive reappraisal of the brand.
To change perception, we showed up where key fashion decisions happen—across streaming, digital, social, and out-of-home. We focused our messaging towards the casual shoppers who visit less than monthly and offered key styling inspiration in everyday places.
The Solution
Rooted in Walmart’s Vibrant Everyday art direction, we delivered an elevated, authentic, but unexpected style campaign. Our motion spots utilized levity and humor coupled with aspirational style moments to really create the ultimate “Who knew?” moment. Art direction cued to seasonal moments in an elevated, yet approachable way.
Credits
On Figure Photographer: Jens Ingvarson
Stills Photographer: Troy Covey
Director: Matthew Frost
Cinematographer: Madison McKamey
Stylist: Max Ortega
Hair: Rachel Lee
Makeup: Sandy Ganzer
Stills Set Designer: Stefania Lucchesi
Creative Direction: Jill Lin
ACD: Leigh McCarron
Sr AD: Diana Albrecht