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Walmart+
Paid Social Launch & Content System Agency: Deutsch LA Role: Associate Creative Director I ran the Paid Social team for the launch of Walmart+, the home delivery service. The Challenge: Walmart+ was launching into a category dominated by Amazon Prime – not just as a delivery service, but as a default habit. The challenge wasn’t awareness; it was relevance. Walmart needed to appeal to radically different audiences – party planners, pet owners, backyard grillers, busy families – without sounding generic, promotional, or one-size-fits-all. Paid social needed to do more than announce a service. It needed to speak fluently to each audience in their own cultural language while reinforcing a single core benefit: fast, easy home delivery for real life. The Solution: We built a modular paid-social content system that translated Walmart+’s value proposition into multiple audience-specific narratives. Rather than forcing one message across all demos, we leaned into behavioral insight and cultural shorthand – meeting people where they already were. Party planners saw playful, high-energy animations that emphasized ease and speed. Pet owners got humorous, character-driven videos voiced from the obsessive inner monologues of dogs and cats. Backyard grillers saw authentic, hands-on demonstrations framed around real moments, not marketing polish. Across formats, the work prioritized entertainment, clarity, and platform-native storytelling – using tone, pacing, and visual language that felt native to social feeds, not repurposed from traditional advertising. I conceived the concepts, wrote scripts and post copy, and oversaw production across the series. |
Party Animations
Planning a party is stressful – getting supplies shouldn’t be. We created a series of bright, punchy animations that captured the excitement of hosting while reinforcing the ease of Walmart+ home delivery. |
Talking Pets
Pet owners think about their pets constantly. Pets think about treats constantly. This series leaned into that truth, using voiceover-driven humor from the perspective of dogs and cats to dramatize the convenience of fast delivery.
Pet owners think about their pets constantly. Pets think about treats constantly. This series leaned into that truth, using voiceover-driven humor from the perspective of dogs and cats to dramatize the convenience of fast delivery.
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Customer Stories
To ground the work in reality, we paired entertainment with authenticity – showcasing real customers explaining why Walmart+ fits naturally into their routines, from grilling to family meals.
To ground the work in reality, we paired entertainment with authenticity – showcasing real customers explaining why Walmart+ fits naturally into their routines, from grilling to family meals.
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Sports Fans
The game day fanatic is the Most Valuable Partygoer for using Walmart+ home delivery
The game day fanatic is the Most Valuable Partygoer for using Walmart+ home delivery