As you dig deeper into the retail channels you start working alongside some very smart buyers and category leaders like Pure Fishing. And to keep up my man card I’ve done a fair amount of fishing. Fly-in fishing in Canada, fishing for sun fish on Lake Miltona, Steelhead in Michigan and Trout in Wisconsin. This assignment was a way to bring creative and a rod and reel together. The project was to reinvent and bring retailtainment to the fishing department in Walmart. It began with category research and imagining a fishing world experience with some retail theater. Then, rethinking navigation that’s actually helpful and fun. They also needed educational and inspirational content in the various departments. Finally, it they wanted a variety of new and unexpected products to add to the assortment.
