Luis Suárez headlines Walmart’s World Cup series

For the FIFA World Cup, Walmart launched The Rise of a Fan, a multi-platform campaign starring football legend Luis Suárez as he transitions from world-class player to Walmart's newest "pro fan." 

Created by Publicis Groupe agencies Fallon, the community, Leo NY, and Digitas, and edited by Union Editorial New York, the campaign combines a hero launch film with a social content series directed by Kris Belman at Division7. 

Editorial duties were led by Merritt Duff (Episodes 1 & 2), Ryan Stacom (Episodes 3 & 4), and Jean Taylor (Trailer), helping shape the campaign's distinctive blend of humour, personality, and fan culture.

The campaign begins with a press conference-style announcement in which Suárez signs with Walmart as its newest "pro fan," before following him through a series of challenges designed to prepare him for life on the other side of the game.

Across the first episodes, Suárez discovers that fandom requires training too, from mastering game-day rituals to building an over-the-top charcuterie experience with culinary influencer QCP. The series runs throughout the tournament on Suárez's social channels, bringing fans along as Walmart helps make every element of the celebration possible.

Through sharp comedic timing, character-driven storytelling, and seamless integration of branded moments, the editorial team helped transform Suárez's transition from football icon to enthusiastic fan into an engaging, episodic journey.

Supporting the effort were Assistant Editors Ashley McGinn and Nico Gilmore, Junior Assistant Danny Reguinho, Managing Director Caryn Maclean, Editorial EP Melissa Lubin, and Head of Production Lily Hartmann.