The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Commerce
Annual ID
OS24_CT049M
About the Work
Everyone loves a heartwarming romcom – especially during the holidays. Each Christmas season, millions of Americans binge watch hours of holiday movies. Which got us thinking, what if all that binge-watching time was also shopping time?
That’s how we landed on a truly never-been-done-before idea: RomCommerce. It’s where holiday shopping meets holiday entertainment. The first-ever fully shoppable film–with the power to change holiday shopping behaviors (and the branded entertainment landscape) forever. With this grand endeavor in mind, we got to work on the biggest story Walmart had ever told: a 23-episode series we called “Add To Heart.”
Featuring over 330 shoppable products, we took Walmart’s vast inventory and created an entire movie–from wardrobe, to props, to set design–all sourced from Walmart. We launched it on TikTok in parts, leaning into an insight that platform users were watching entire movies in 3-minute increments. We were the first to use and hack the platform’s new product tiles as an innovative way to experience entertainment, allowing you to shop every scene. All 23 episodes had 10 shoppable items prominent in the scene framed for both 16:9 and 9:16 formatting for Roku, Youtube, and TikTok. So, if you were obsessed with our lead character’s gold shoes, you could tap to buy them instantly before they sold out (and they did).
Like any good Hollywood release, we launched “Add to Heart” with trailers, a movie poster, a Spotify soundtrack and even a blue carpet shoppable premiere. When the series dropped December 2 on TikTok, YouTube, and Roku, audiences fell head over heels. Within a week of launch, we surpassed one billion impressions across paid and organic. Visits to Walmart’s “Add to Heart” site were 414% above projections. Audiences fell head over heels. Forbes said, "this is an important milestone in the history of retail." And we saw hundreds of thousands of likes pouring in with people eager to watch the rest of the episodes and snag their favorite products before they sold out. And in the end, we were left with one big question from our viewers…when’s the sequel?
That’s how we landed on a truly never-been-done-before idea: RomCommerce. It’s where holiday shopping meets holiday entertainment. The first-ever fully shoppable film–with the power to change holiday shopping behaviors (and the branded entertainment landscape) forever. With this grand endeavor in mind, we got to work on the biggest story Walmart had ever told: a 23-episode series we called “Add To Heart.”
Featuring over 330 shoppable products, we took Walmart’s vast inventory and created an entire movie–from wardrobe, to props, to set design–all sourced from Walmart. We launched it on TikTok in parts, leaning into an insight that platform users were watching entire movies in 3-minute increments. We were the first to use and hack the platform’s new product tiles as an innovative way to experience entertainment, allowing you to shop every scene. All 23 episodes had 10 shoppable items prominent in the scene framed for both 16:9 and 9:16 formatting for Roku, Youtube, and TikTok. So, if you were obsessed with our lead character’s gold shoes, you could tap to buy them instantly before they sold out (and they did).
Like any good Hollywood release, we launched “Add to Heart” with trailers, a movie poster, a Spotify soundtrack and even a blue carpet shoppable premiere. When the series dropped December 2 on TikTok, YouTube, and Roku, audiences fell head over heels. Within a week of launch, we surpassed one billion impressions across paid and organic. Visits to Walmart’s “Add to Heart” site were 414% above projections. Audiences fell head over heels. Forbes said, "this is an important milestone in the history of retail." And we saw hundreds of thousands of likes pouring in with people eager to watch the rest of the episodes and snag their favorite products before they sold out. And in the end, we were left with one big question from our viewers…when’s the sequel?
2024 Awards
Total Points: 3
Merit
Credits
Agency
Fallon
Digitas
Publicis NY
the community + Contender
Media Agency
Digitas
Zenith
Client / Brand
Walmart
Production Company
Merman
Post Production Company
Harbor
Art Director
Grace Geary
Paige Goeser
Chief Creative Officer
Nikki Baker
Robert Clifton Jr.
Chief Marketing Officer
William White
Chief Strategy Officer
Patrick White
Copywriter
Kayla Hall
Jameson Miller
Creative Director
Caitlin Fitzgibbons
Designer
Shaofen Deng
Director
Erica Dunton
Executive Creative Director
Travis Parr
Executive Producer
Ben Latimer
Kira Carstensen
Elizabeth Niles
Group Creative Director
Silvio Caielli
Writer
Erika Dunton
Emily Bensinger
Associate Creative Director, Copywriter
Kendra Croft
Samra Seifu
Creative Director, Art Director
Abby Gross
Creative Director, Commercial Sound
Steve Perski
Creative Director, Copywriter
Sara Cummings
Creative Director, Motion Design
David Soto
Group Creative Director, Head of Style
Jillian Haney
Senior Copywriter
Gabriela Diaz
Senior Producer
Eva Pipa
Senior Strategist
Cole Nixon
Social Strategist
Missy Young
SVP, Executive Creative Director
Ricky Vior
VP, Strategy Director
Melissa Panasci
Account Director
Gala Moyal
Virgina Adams
Account Supervisor
Andrea Mosk
Deirdre Maher
Julia Frayne
Associate Director, Brand Management, Holiday Seasonal Marketing
Clifton Myers
Associate Director, Business Affairs
Yenia Paez
Associate Director, Connections Strategist
Celeste Yee
Associate Director, Design Program Management
Taylor Raczkowski
Associate Director, Program Management
Kaitlin Counihan
A.j. Tomiak
Associate Director, Strategy
Sami Meyerson
Director, Integrated Marketing Communications
Alexis McEntyre
Director, National Video Investment
Mackenzie Weilheimer
Victoria Martins
EVP, Design
Daniel Arenas
EVP, Strategy
Megan Harris
EVP, Total Integrated Investment
Dan Rolli
Flame Artist
Pete DeAndrea
Group Director, Creative
Travis Robertson
Head of Production
Chris Detoy
PR Agency
Golin
President, Dept W
Alda Abbracciamento
President, PubW
Erica Rosengart
Senior Colorist
Nick Hasson
Senior Director, Creative Strategy
Russ Mischner
Senior Manager, Business Affairs
Devona Mayeur
Senior Manager, Marketing Planning & Strategy
Katie Hearst
Supervisor, Social Buying
Vera Shaw
SVP, Digital Investment
Michael Valentin
SVP, Director Business Affairs
Robin Oksenhendler
SVP, Group Account Director
Lauren Pulwer
Courtney Jones
SVP, National Video Investment
Kait Grier
Talent, IP & Music Negotiations & Licensing
Creative License
Vice President, Brand
Casey Schlaybaugh
Vice President, Creative
David Hartman
VP, Group Director Program Management
Martin Connolly
VP, Strategy & Planning
Ileza Dantzig
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