Black Friday is now on Monday.
mmmmmkaay?
Fallon 2022
Role: Art Director, Concept
ECD: Travis Parr
CCOs: Nikki Baker; Leslie Schaffer
Director: Matt Spicer
Production: Divison 7
It’s 2022, remote work has revolutionized the corporate world, and quite quitting is on the rise.
During the pandemic, nothing made sense anymore. Like Walmart having their biggest event of the year, Black Friday, on Monday. And yes, they still called it Black Friday.
Problem is, nobody likes Mondays. Especially, the original quite quitters who suffered from a "case of the Mondays", the cast of the 1999 film, Office Space.
Overview:
I conceived a campaign for Walmart that challenged category norms and re-imagined how a mass retailer tells stories. With a full-scale creative approach, I wrote the scripts, collaborated with ECDs and the CCO to select the director (Matt Spicer), and guided every visual and narrative decision.
My Responsibilities:
Developed the original concept and positioning with the brand team
Drafted the initial scripts (dialogue, beats, tone) and iterated with writer and creative leads
Worked closely with ECD/CCO to identify and brief director Matt Spicer
Led art direction: visual style, set design, casting brief, film-look, and campaign imagery
Oversaw production and post-production alignment with brand and agency guidelines
Delivered a campaign that broke the mold for Walmart: shifting tone, format, and audience perception
Impact:
Recognized internally as a turning point in Walmart’s creative strategy
Set a new bar for storytelling in retail advertising
Why It Matters:
Retail campaigns often fall into “product demo” tropes. This campaign used narrative and character to create emotional connection, treating Walmart not just as a store, but as a cultural stage. It demonstrated how mass retail can play in the cinematic domain without losing brand clarity. Through this work, I proved that big-budget storytelling for scale clients can retain nuance, attitude, and creative risk.
