WALMART

I led the creative from brief to broadcast: unpacking the seasonal McClaren Farms partnership brief, mining the insight that shoppers want to feel good about what they put on the table, not just save a dollar. I wrote the campaign line and developed the full expression system — headlines, scripts, social copy, and in-store messaging.

Point-of-purchase was where the campaign had to close the sale. I designed the shopper story end-to-end: aisle violators, endcap headers, cooler clings, shelf-talkers, and checkout-counter takeaways. Every piece was built to win the 1.9-second decision at the shelf, turning a price-leadership message into an appetite cue.

Production meant coordinating with Walmart's in-house print vendors, negotiating die-lines and dielocks for secondary placements, and adapting the visual system across seasonal resets. I also led the CTV and digital retail media cutdowns, ensuring the same idea that lived on a 60-foot billboard worked inside a 300x250 Walmart Connect ad.