Walmart, “Letters”

Walmart set out to recognize frontline employees through a simple but powerful idea. Letters written by customers and coworkers, sharing moments of kindness and impact. I built the campaign around an authentic reveal, inviting employees to read those letters on camera for the first time.

The brief required a premium, brand-forward execution on what was essentially a no-budget production, with tight coordination across multiple stakeholders, including CEO Doug McMillon and John Furner. We designed the piece to feel elevated and intentional while protecting the authenticity of each moment. I personally handled elements of the craft, including the rotoscope work and handwritten treatments, to ensure the final piece carried the right level of detail and care.

The timeline was aggressive. Shot to final delivery in four days for debut at a high-profile shareholder event. Every decision had to be precise, both creatively and operationally, to ensure the work landed.

The result was a piece that resonated immediately. There was not a dry eye in the room. What began as a single execution has since evolved into a larger, scalable campaign, continuing to grow as an ongoing expression of the brand.