Walmart’s Black and Unlimited Presents

DEAR DAD SERIES

the problem.

There is an enduring stereotype that paints Black fathers as "absent" and Black children as "fatherless." This stereotype overlooks the active involvement of Black fathers in their children's lives, highlighted in a CDC report showing their greater engagement compared to fathers of other races. Still, this false narrative is rarely addressed on a larger stage–outside of the Black community.

Walmart, through its scale and influence, set out to help debunk the stereotype by creating content that makes the Black audience feel more seen, via an accurate portrayal of Black identity.

For Father’s Day 2023, we saw an opportunity for the brand to support the Black audience by addressing a perplexing issue.

the insight.

The media’s flawed portrayal of Black fatherhood and family life makes it difficult to find stories about the modern Black family that are told in an authentic, nuanced way.

the idea.

Walmart’s Black and Unlimited set out to uncover the new face of Black fatherhood in partnership with dads that are re-writing the narrative.

We created an ode to the fully human state of Black men, complete with notions on how Black fathers are evolving family traditions, as well as how Black fathers practice unconventional and expansive approaches to fatherhood.

We collaborated with emerging filmmakers Rodney Rikai, Dior Rodriguez, and Jared Malik Royal to launch a series of panoramic docu-style films on Black fatherhood, which we showcased at the American Black Film Festival.

SHORT FILMS

Creative Director: Nina Austin

Just Breathe

A film by Rodney Rikai

Rodney is a storyteller through the mediums of filmmaking, oration, writing & acting. Watch this short film, Just Breathe, as Rodney unfolds his unique life story as a Dunkle (father + uncle).  Rodney. a millennial father, imparts an ancient practice to his sons, guiding them through life’s challenges. This poignant documentary dispels antiquated stereotypes of Black Fatherhood, offering a moving portrayal of modern parenting

Legacy of the Sea

A film by Dior Rodriguez

Dior brings a refined and careful perspective to storytelling. Watch this short film, Legacy of a Sea, a captivating documentary that delves into the story of Paul Thompson III and his legacy as a sailor. Paul and his young son forge a bond over their love of the sea and set sail on a journey, not of the vast ocean before them, but of their own shared heritage as Black sailors. Through the experiences of the Paul and his son, we see the beauty and power of the sea.

Dear Dad

A film by Jared Malik Royal

Jared is a visual artist creating work that applies a surrealist approach to human centered storytelling. Watch this short film, Dear Dad, a visual poem about the importance of fatherhood.  This is the story of Kamal Bell, a father of three, starting a farm to leave a legacy for his sons. Both farming and fatherhood are often overlooked but are crucial for building a strong society. Like a seed needing nurturing, their impact begins small but grows significantly.

Dear Dad Series at ABFF

Partnering with three super-talented Black filmmakers, we highlighted often-overlooked Black fathers at the American Black Film Festival (ABFF). Showcasing this film at ABFF on Father's Day garnered support from respected voices, creating excitement and reach. This opportunity allowed creators and producers to showcase their talents to prominent studio heads, advancing their careers.

FATHER’S DAY STREAMATHON

To celebrate the limitless expression of Black fatherhood, we worked with Walmart to commission NFL superstar Cam Newton and gaming icon IpodKingCarter for a special Father’s Day live stream. They teamed up with their sons to compete in our custom, branded gaming lounge, featuring retro classics like NBA JAM and VR Racing. The game room also welcomed local dads and their families to join in the fun, creating a memorable and inclusive event.