Agency: Momentum Worldwide
Client: Walmart
Role: Design Director
Walmart Homecoming was a cross platform event that took famous musicians, Imagine Dragons, Chance The Rapper, and Kane Brown, and brought them back to their high schools. There they interviewed the teachers who made an impact on their lives and put on a concert for the students. All three concerts were put together in a one hour live streaming special hosted by Madison Bailey(Outer Banks) and Noah Schnapp(Stranger Things) complete with back to school shopable moments throughout the broadcast. Pre event we utilized Instagram and TikTok to get the word out.
My role as the Design Director on this projected ranged across the overall brand development as well as bringing that brand to life in the actual experience. I worked hand in hand with the Creative Director and the clients in order to develop a brand that was unique to the concert series but also was 100% Walmart. Once we had the brand locked down it was my job to lead our team to design the stages as well as all the on site elements that brought Walmart Homecoming to life. This involved presenting to the clients multiple times per week and working with production and the artists teams to make sure all parties were happy and on the same page.
Given the COVID-19 climate at the time we were required to adjust on the fly based on local and national regulations. In Chicago for Chance the Rapper we ended up using The House of Blues and had to design a whole other stage. The live portion of the show featuring Kane Brown, Madison, and Noah we had to cancel the crowd portion last minute due to a rise in COVID-19 cases in the area.
This was a complex project across live streaming and social media that came together beautifully and showcased how our educators truly impact us when we are young in the most positive ways.