Campaign 2020

Elevating Walmart's home business through curated trend stories

Role: Art direction, design

As a senior designer on the Walmart Home team, I developed wireframes and contributed to art direction for our seasonal trend stories. Working together with merchandising, site, and copy partners we created customer-centric experiences that both delighted and boosted Walmart's brand perception. For Summer 2020, we took inspiration from the desert and brought to life the boho-chic trend.

Wireframe

Early on I worked through the wireframe ensuring a landing page experience that both served our customers and delivered on the priorities for the campaign. I utilized learnings from previous campaigns to continuously iterate and refine the wireframe. 

Initial wireframe options for final landing page

Iteration after initial review

Final wireframe for the page

Video art direction

The Summer 2020 cover story marked the first to be bolstered by a robust marketing campaign. Essential to the success of the campaign was developing a campaign video that showed you didn't have to break the bank to achieve a truly beautiful oasis. 

I contributed three concepts stemming from the central idea of the protagonist bringing friends over to the "oasis" she's made at home.

We whittled down to three core concepts to flesh out further, including one of mine. I worked with our copy partner to develop a campaign name, tagline, and overview. I also broke down the concept into a more detailed storyboard.

In the end we landed on a final hybrid concept for the video, including elements of my original concept. 

Final design

After months of planning, brainstorms, revisions, and one large photoshoot the campaign finally came to life. It became the team's most successful seasonal campaign. 

Selection of banners that lived throughout Walmart.com touchpoints

Collaborators:

Creative Director: Michelle Clark

ACD: Ajana Green

Art Director: Trinidad Volcan

Photography AD: John Maloney

Photography: Roland Bello

Copy: Cindy Yogmas

Additional Design: Luis Parades