Creating an inclusive membership to take on Amazon Prime.

Walmart set out to launch a membership to take on Amazon Prime—but faced a fundamental challenge: how to bring the humanity and inclusivity of its stores into a digital service.

While most memberships are built on exclusivity, we introduced Walmart+ as the first inclusive membership—one rooted in family, community, and the things that connect us all.

To bring that idea to life, we traveled across the country and gave 22 families early access to Walmart+, capturing how it authentically fit into their lives.

The result was a portrait of modern American families—and a simple question at the center of it all: what would you do with a little more time?

Director: Daniel & Katina Mercadante