Walmart is turning Luis Suárez from soccer icon into the ultimate fan for the FIFA World Cup. The retailer has launched “The Rise of a Fan,” a multi-platform campaign starring the football legend as he transitions from world-class player to Walmart’s newest “pro fan.”
Created by Publicis Groupe agencies Fallon, The Community, Leo NY, and Digitas, the campaign combines a hero launch film with a social content series directed by Kris Belman of Division7.
The series was edited by Union Editorial New York, with Merritt Duff cutting Episodes 1 and 2, now airing. Ryan Stacom edited Episodes 3 and 4, while Jean Taylor cut the trailer.
The campaign opens with a press conference-style announcement in which Suárez signs with Walmart as its newest pro fan. From there, the series follows him through a string of challenges designed to prepare him for life on the other side of the game.
As Suárez quickly learns, fandom takes training too.
Across the first episodes, the soccer star masters game-day rituals and builds an over-the-top charcuterie experience with culinary influencer QCP. The series will run throughout the tournament on Suárez’s social channels, bringing fans along as Walmart helps make every part of the celebration possible. Watch Episodes 1 and 2 below:
Through sharp comedic timing, character-driven storytelling and seamless integration of branded moments, the editorial team helped turn Suárez’s transition from football icon to enthusiastic fan into an engaging episodic journey.
Supporting the effort were Assistant Editors Ashley McGinn and Nico Gilmore, Junior Assistant Danny Reguinho, Managing Director Caryn Maclean, Editorial Executive Producer Melissa Lubin and Head of Production Lily Hartmann.
CREDITS:
AGENCY: Dept W + PubW
- Ricky Vior: Executive Creative Director
- Paulo Junger: Executive Creative Director
- Caitlin Fitzgibbons: Creative Director
- Aldo Gonzalez: Copywriter
- Gabriel Da Silva: Creative Director, Art
- Gianluca Abatae: Art Director
- Rosa Matos: Executive Producer
- Jennifer Malki: Senior Producer
PRODUCTION COMPANY: Division7
- Kris Belman: Director
- Brian Sabowski: Head of Production
- Jon Dawes: Producer
EDIT: Union Editorial NY
- Merritt Duff: Editor, Episodes 1 & 2
- Ryan Stacom: Editor, Episodes 3 & 4
- Jean Taylor: Editor, Trailer
- Ashley McGinn: Assistant Editor
- Nico Gilmore: Assistant Editor
- Danny Reguinho: Junior Assistant
- Caryn Maclean: Managing Director
- Melissa Lubin: Editorial Executive Producer
- Lily Hartmann: Head of Production
TELECINE: Company 3 NY
- Tim Masick: Colorist
- Barbara Losseau: Producer
POST/VFX: ARC Creative
- Danielle James: Producer
SOUND: Plural Miami
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