Walmart was a big sponsor of the Essence Festival of Culture in New Orleans, and they wanted to have a large presence on the main floor of the convention center. We knew that the target was very much into the wellness space that year, and a certain album release from a certain Queen B also had women connecting to their royal roots.
So I lead a creative team to develop the Reign On campaign, focusing on mind, body and soul as the touch points. I created 3 unique thrones that featured actual items that can be purchased at Walmart (required), then partnered with The Mill Chicago to bring each throne to life through 3D animation. I oversaw the design and rendering of each object, and multiple rounds of revisions and approvals. These beautiful animations finally came to life on 20ft. LCD screens at Essence Fest to wonderful reception.
The clients also decided to run these animation assets on their digital and social channels, along with a print ad later developed.