WALMART ISLANDER
Integrated Retail Campaign | Hasbro × Walmart
Creative Producer / Art Direction / Production
THE PROJECT
For two consecutive years, I helped lead the creative development and production of a large-scale retail campaign bringing Hasbro's action brands to nearly 1,000 Walmart stores nationwide. Working across Hasbro, Walmart, brand teams, creative partners, photographers, fabricators, and production stakeholders, I helped transform product storytelling into physical diorama experiences designed to stop shoppers in the aisle and connect the storytelling of each franchise directly to the retail environment.
MY ROLE
I helped shape the campaign from initial creative development through final execution—collaborating on visual direction, coordinating cross-functional teams, guiding production and photography, managing deliverables and approvals, and helping ensure the final installations maintained each brand's visual identity while working together as one cohesive Walmart experience.
FROM CONCEPT TO AISLE
Bringing the campaign to life required close collaboration across creative, photography, fabrication, brand, and retail teams—developing miniature environments that could tell each franchise's story while showcasing the products destined for Walmart shelves.
BEHIND THE CAMPAIGN
A behind-the-scenes look at the 2025 campaign, featuring Hasbro photographer Corey Martineau and the creative journey from handcrafted diorama to product photography and national retail execution.
Produced and edited by Tony Cervantes
THE IDEA, BUILT FOR RETAIL
Creative Development
Hands-on development and fabrication of custom diorama environments, translating franchise storytelling into physical retail experiences.
Retail Execution
Final manufactured Islander system unifying G.I. Joe, Marvel, Star Wars, and Transformers into one cohesive Walmart experience.
IMPACT AT SCALE
The campaign transformed product storytelling into a nationwide retail experience, bringing Hasbro's action brands to nearly 1,000 Walmart stores across the U.S. and continuing into a second consecutive year in 2026.
NATIONAL RETAIL ROLLOUT
The completed Islander brought G.I. Joe, Marvel, Star Wars, and Transformers together in a unified collector destination across Walmart stores nationwide.
NEARLY 1,000
Walmart stores nationwide
4 FRANCHISES
G.I. Joe · Marvel · Star Wars · Transformers
2 CONSECUTIVE YEARS
2025 campaign continued into 2026
IN MARKET — 2025
Final Islander execution at Walmart.