WALMART

Campaigns · Film · Social · Immersive experiences

From June 2021 to December 2023, I was a senior copywriter at Digitas New York on Publicis Groupe’s PubW team, working with agencies including Fallon and PNY on Walmart’s creative needs.

Walmart was named Ad Age’s Marketer of the Year in 2022, my second year on the brand. The selection below includes some of the brand’s most visible work from that period.

I joined as a team with senior art director Lexey Watson. Unless otherwise credited, we developed this work 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).