Walmart holiday ‘24

Alongside the Love Jones holiday reimagining, I concepted and created another piece of Walmart's 2024 holiday campaign, built for both the general and African American market under the Gifts That Show You Get Them umbrella. This spot was directed by Alexander Payne, the director behind The Holdovers.

Agency: Contender Labs

Creative Director, Art: Temi Lawson

Creative Director, Copy: Kendra Croft

Art Director: Yusuf Ahmed

ecd: Dechazier pykel

For Walmart's 2024 holiday campaign, under the umbrella of Gifts That Show You Get Them, we brought Love Jones back and reimagined Darius and Nina twenty years later. My focus was building their world into something that felt lived in, not just referenced. That meant casting the actress who plays their daughter in the final scene, shaping an apartment that reflects two people who still love film and still love each other, and pulling the visual tone from the nineties without letting it feel like a costume, nostalgic enough to nod to the original, current enough to sit comfortably in the twenty twenties. Music, language, pacing, all of it had to carry the same idea: this is what still loving someone looks like two decades in.

It's not every day you get to build inside an iconic piece of IP and have the freedom to imagine where its characters actually ended up.