Walmart wanted to transform their fashion profile in the Canadian market to be more modern, and up to date with the Canadian consumer needs and wants.

Our focus was creating a unique launch campaign that celebrated affordability, inclusivity, and diversity, with the focus on high energy and positive vibes. Creative team envisioned and designed concepts to capture their passion for fashion in motion and music. A Plus hosted an amazing and massive casting call with models, actors, dancers, and a wonderful assortment of fresh, young faces representing Canadians from all walks of life brimming with confidence. Everyone stepped up to learn some simple choreography that was created on the spot. The atmosphere on shoot days was also high-energy fun and laughter, cool fashion looks, and infectious positivity. Set build and design team kept the backgrounds simple and colourful. Photography and videography were very dynamic and full of passion for affordable and cool looking fashion style. Resulting concept celebrated the affordability, style, and quality of Walmart apparel as well as the diversity and talents of Canadians of various backgrounds. Showcasing relatable faces also elevates and energizes the image of Walmart fashion line.