WALMART BLACK & UNLIMITED

Chicago-based Contender brought me on to concept for Walmart's Black & Unlimited Father's Day 2024 campaign. The ask: Tap into rich cultural insights to build a platform that would celebrate dads while incorporating Black-led products.

My thinking – that Black dads are everyday heroes who answer the call (literally) to solve life's challenges – served as the basis for Contender's "League of Black & Unlimited Dads."

The comic-inspired spot aimed to build affinity with families by reframing Black fatherhood. And further positioned Walmart as a retailer that doesn't just sell to the community, but also respects and represents us.