Ice Cream Hack
This was a quick, in-store hack I shot that none of us expected to blow up the way it did. The day after posting, it became Walmart’s first-ever Instagram Reel to hit 1M views—and it didn’t stop there. Today, it’s at 25.7M views and counting.
We tagged it with #IYWYK (“If you Walmart, you know”), a new brand hashtag we were testing for content that felt authentic, relatable, and rooted in real customer experiences. This asset proved that social posts don’t always need a deeply layered concept—sometimes, the simplest ideas resonate the most.
Its success marked the start of me earning more trust from the company to create authentic, social-first, human-led content—helping shift our approach toward work that felt more connected to real customer moments.
Live posts: TikTok | Instagram Reels
Instagram Reel