Camp by Walmart
Camp by Walmart
When the pandemic sent kids home in spring 2020, Walmart wanted to create something genuinely helpful: a free virtual summer camp offering daily interactive entertainment, to spark joy while showcasing their kids’ products. BuzzFeed partnered with interactive company Eko to be lead production partner, tasked with producing six series offerings in weeks (not months) with a team of 70 working entirely remotely.
My role: As Senior Creative Director, I led creative strategy and supported production across multiple series:
Oversaw concepting and scriptwriting for interactive episodes
Led execution of daily content delivery under extreme time constraints
Supported talent negotiation and contracting (including Head Counselor Neil Patrick Harris)
Managed creative development with vendors and production partners
Launch: July 2020 with Neil Patrick Harris as Head Counselor
BuzzFeed-produced series included:
Make It Awesome - Fun craft tutorials using accessible materials
Snacktivity - Interactive game to build the perfect adorable snack
Crazy Contraptions - Viewers build their own Rube Goldberg machines
The scale:
70-person team coordinating entirely remotely
Dozens of interactive episodes produced in weeks
Six series developed and delivered by BuzzFeed
Daily content drops throughout summer 2020
Celebrity talent managed remotely during pandemic
Crazy Contraptions
For our Crazy Contraptions series, I brought on YouTube star Joseph Herscher from Joseph's Machines, who custom-built four interactive Rube Goldberg machines that viewers could manipulate to reach surprising end results.
