London, Paris, Milan, New York… Arkansas.
With its unparalleled reach, Walmart has the power to connect with people across every corner of the country, but it wasn’t yet seen as a fashion destination. The goal was to shift that perception and position Walmart as a credible style authority rooted in authenticity and accessibility.
Partnering with Ulrika Karlberg at Yard NYC, Jason helped develop We Dress America, a brand platform and integrated campaign that celebrated real people with real style. Featuring a diverse cast from across the nation, the work showcased how effortless fashion lives everywhere, not just on the runways.
Shot by renowned art and fashion photographer Ryan McGinley, the campaign captured a distinctly American spirit, optimistic, inclusive, and unapologetically individual.
