Mix. Layer. Assemble Freely.
Free Assembly
The Challenge
Walmart wanted to stake its claim in fashion and change public perception. Free Assembly would be their first in-house brand offering premium, modern essentials—simple, versatile, and sustainable—sold exclusively at Walmart. The campaign had to make Walmart a credible fashion player while staying true to its accessible roots.
The Idea
To launch Free Assembly, we had to create a fashion brand that could stand out without standing apart from its shopper. The world we built was modern and style-driven, but rooted in the ease and accessibility that defines Walmart. Casting reflected real diversity in size, shape, and color, and we built movement and energy into the photography, echoing the geometric shapes in the brand identity. “Mix Freely, Layer Freely, Assemble Freely” became both a styling mantra and an open invitation to make the look your own.
My Role
As Associate Creative Director at PMH, I led the creative from concept to execution with a small team under the guidance of the ECD. I developed the brand identity and directed the photoshoot, collaborating closely with the photographer, videographer, casting director, and stylist to bring the vision to life. The campaign spanned across catalog, in-store signage, lookbook, web, social, magazine, and PR launch materials.
Press
The launch was featured across major fashion and retail media, earning praise for bringing elevated style to Walmart. Coverage included WWD, Business Insider, CNBC, People, InStyle, and PopSugar, each highlighting Free Assembly’s positioning as a modern, versatile brand and Walmart’s most ambitious fashion move to date.
Free Assembly Spring
Building on the momentum of the launch, the Spring campaign took the brand outdoors into the California desert. Life-size plexiglass sculptures inspired by the logo’s geometric shapes were set against the vast open landscape as bold, graphic set pieces. Messaging evolved from product-focused lines to culturally resonant ones (“Think Freely, Love Freely, Vibe Freely”), expanding the brand’s voice beyond style into lifestyle.
