Walmart
As art director, I built a modular creative system for Walmart Connect's retail media environment, in collaboration with Walmart's internal team and The Electric Factory. The work translates shopper behavior research into visual decisions designed to move through attention, memory, and action.
Role
Art Director
Agency
The Electric Factory
Region
USA
Year
2021–2026
+500 campaigns across Walmart's media network
From HQ
Walmart Connect set the retail media environment and the shopper research behind it.
What I changed
I turned that research into one modular system, so every format came from shared principles instead of being rebuilt.
Design as behavior, not decoration.
The creative framework operates across banner, native, and rich media formats, each variant derived from a shared set of visual principles rather than rebuilt from scratch. Consistency across placements is what makes a brand recognizable across a fragmented media environment.
Designed around how shoppers process information.
Creative decisions were grounded in Walmart Luminate data and neuromarketing research, used as a starting point rather than as post-rationalization. Understanding how shoppers process visual environments directly shaped choices around contrast, proximity, and hierarchy.
Clarity as a creative position.
In an environment where hundreds of ads compete for the same moment of attention, restraint is not a limitation. It is the strategy. Each creative was designed to communicate without demanding interpretation.
Attention, memory, and action. Not isolated metrics, but a sequence.
Performance is a consequence of clarity. The work was not optimized for a single KPI. It was designed as a connected system, where each visual decision reinforces the next. Attention without memory is wasted. Memory without a clear path to action is incomplete.