BRITTNEY CRUZ
Creative Direction
This Holiday season I was asked to lead the creative look and feel across Walmart.com. By adapting the global style guides from the in store content was able to conceptualize a clean and classic approach for our digital assets. I was also responsible for mapping the bi-weekly site flow from the home page down to the emails and app experiences. This allowed the creative team as well as business and marketing to see the visual cadence as we ran several promotional programs in tandem.
Another key component in this process was producing the in-house photo shoots for the Home and Apparel verticals. These are high-grossing segments that require their own photo assets.
After reviewing all of the products with the buyers we chose which garments to shoot and sketch layouts. On set with a photographer, stylists and set builders we bring the clothing to life.
I am careful to ensure that each shot will translate into our designs and crop in the correct places for all screen sizes.
Though it was a large undertaking, my team and I produced the smoothest running holistic holiday campaigns we had seen at that time.
 |  |  |  |  |
|---|
Photo shoots for the Home category typically require 10-20 fully styled environments. Apparel was done as flat lays and styles with movement and character. I worked onset along with the photo team, stylists, and fabricators to produce these shots. It was important to accomplish a warm and inviting shot that is true to the brand. These assets will live across many touchpoints of Walmart.com and need to be versatile and allow negative space for messaging. I was responsible for sketching compositions of each item on the shot list to help guide our set designers and photographers.
The apparel
 |  |  |  |
|---|
