SPARKLE LIKE YOU MEAN IT
For the second straight year, my team joined the Department W team to build Walmart's 2023 Visual Identity System. This design system was integrated into all Walmart touchpoints: digital, in-store signage, commercial films, and more.
Creative direction played a key role in unifying the vision across every format and channel. It meant guiding a shared aesthetic language, from color to motion to composition, that could flex across large-scale retail and digital platforms without losing clarity or impact.
Pushing the visuals with best-in-class simulation tools, lighting, rendering techniques, and hands-on collaboration drove the concept forward holistically and beautifully.
Building this VisID system for their holiday 2023 campaigns and beyond was a rewarding challenge that continues to push the brand forward and strengthen the collaboration process between all teams.
Research & Development
We jumped right in and dug into the physical characteristics and surface qualities of real paper.
We researched photo references and also took photos of different paper textures under a macro lens. We were able to see surface textures, and how light reacts realistically for us to take into the cg world.
We want to explore traditional studio lighting, using real world photography techniques to match the feel of the products coming from the Walmart team.
We crafted different types of glitter shaders using multiple techniques under different lighting conditions. Similarly, we explored a range of paper textures and looks. We really wanted people to feel the paper, even when the camera was wider. It needed to feel tangible and real.
In-Situ