With an increasing number of gamers opting for digital downloads, Walmart wanted to capture a greater share of physical copy sales. To level up their gift-with-purchase strategy for the release of the latest Call of Duty or other Upcoming Titles, we conceptualized a highly immersive, nationwide gaming events. The core idea was steeped in what makes gaming great: a little bit of nostalgia, a little bit of fun, and a touch of escapism.

Activating one-weekend drops in stores across the country, the campaign was supported by category-specific catalogs, custom brand pages on Walmart.com, and extended media pushes. However, the undisputed centerpiece of the event was the exclusive in-store loot box giveaway.

From brainstorm to finish, the packaging design was a passion project meant to bring the campaign’s branding to life. The box was cleverly designed as a retro RCA-style TV gadget. Every single side of the packaging was utilized, incorporating tactile printing processes like UV coating to give the art incredible dimension and immersion.

The results spoke for themselves: packed with exclusive items, high-value giveaways, and branded swag, these drops became a massive hit. The loot boxes evolved into highly sought-after collectors’ items in their own right, with previous years’ boxes regularly fetching $50 to $60 on eBay