Walmart Wins From My Digitas Era

WALMART WINS FROM MY DIGITAS ERA

From June 2021 to December 2023, I worked at Digitas New York on Publicis Groupe's PubW team, a collection of agencies within the Groupe (Fallon, Digitas, PNY, etc.) collaborating on Walmart's global creative needs.

In 2022, Walmart was awarded Advertising Age's "Marketer of the Year" after finding growth in an economy with skyrocketing inflation and massive consumer trend shifts. Some of the work shown here was a key part of it.

Below, you'll see some hand-selected highlights from when I was a senior copywriter on the account. I was hired as a team alongside senior art director Lexey Watson, so unless noted otherwise, we made this stuff together.

FIRST UP: WALMART LAND ON ROBLOX

INTERNATIONAL PRESS

Campaign Brand Entertainment Awards, Best Integration

Shorty Awards, Gold

Shorty Awards, Audience Honor

Top 5 Gaming Activations of 2022, Advertising Age

AdFed Awards, Silver

Reggie Awards, Bronze

Webby Awards, Honoree

Digiday Awards, Shortlist, Best in E-Commerce

Digiday Awards, Shortlist, Best In-game Advertising Strategy

Digiday Awards, Shortlist, Best Metaverse Marketing Campaign

OFFICIAL SELECTION

2022-2023

'SEE WALMART LIKE NEVER BEFORE' (:30)

I was the only copywriter involved in every aspect of this Roblox world from idea to execution. After first creating the concept — the belief that "Inspiration starts with play" — we built a virtual world for 17-24 year-olds to come and "Find your spark," a reference to the Walmart spark logo and their cultural role as a meeting place to cure boredom.

My contributions include creating the gameplay objectives and storylines, working with Netflix (and rewatching Outer Banks) to write like a billion questions for their co-branded movie trivia game, naming every component of the world and the game itself, revising until we had legal approval on all chosen language, writing all the gameplay UX copy, and crafting the decks to sell this in to Walmart's leadership team. I also wrote every element of an advertising campaign full of paid brand social posts, paid influencer posts, 15-second YouTube Preroll videos (below), and 30-second YouTube Mastheads (above).