Style Starts Here
As a response to the 2026 Young Ones Student Competition, this campaign reimagines Walmart’s role in the Back-to-College season. The objective was to build a relatable scenario that demonstrates how Walmart can help students shape their new identity for the upcoming semester.
Primary Commercial
This 1:28-minute hero video conveys the core message and strategic direction of the campaign. It is designed as the main long-form execution and intended for YouTube distribution.
Note
Sometimes the embedded version may look compressed. Click the external link for the full-quality experience.
Derivative Videos
In addition to the primary commercial, the campaign includes three short-form derivative videos tailored for distinct social media platforms. Each cut adapts the same core concept while aligning with the tone, pacing, and viewing behavior of its respective platform.
Note
Sometimes the embedded version may look compressed. Click the external link for the full-quality experience.
YouTube Shorts
Mimicking the format of a classic movie teaser, this 13-second video is tailored for YouTube Shorts.
This is the derivative we want to put on YouTube Shorts to attract people who are more plot-prone. We wanted to play on the stereotypical movie-teaser format, and this short cut also works as our teaser for the full version.
We used Walmart’s iconic blue instead of the usual black canvas and let the line ‘This August, let Walmart level up your vibe.’ alternate with William’s story to tie the message and visuals together.
TikTok
Matching its taste for dynamic transitions and energy, this 16-second video is crafted specifically for TikTok.
We used William’s outfit-reveal scene to create this 15-ish second derivative cut. With variable speeds and strong drumbeats, we wanted this version to speak to people who enjoy playful music and lighthearted content.
The Walmart pop-up buttons on each paused frame help highlight the fashion and tech categories the brand can offer. And the final slogan ties everything together by reinforcing the main message of the campaign.
Instagram Reel
Same elements. New vibe.
Following the same approach we used for the TikTok video, we still wanted the focus to stay on the fashion and tech products themselves.
But instead of using the same playful track, we switched to a more relaxed, high-taste jazz piece for this 17-second cut. We felt this calmer, more polished vibe fits Instagram’s style better and pairs well with a product-forward edit.
The Presentation
This presentation outlines the full strategic and production process behind the Style Starts Here campaign, developed in PR 525: Multimedia Content Creation for Brand Storytelling II.