Overview
With the launch of the latest Legend of Zelda title, Nintendo needed more than a product listing — they needed an immersive retail destination. I designed and built a fully custom brand store within walmart.ca at a time when the platform's brand store capability was still taking shape. Several features developed for this project — including direct-to-cart purchasing within a branded environment — were later adopted more broadly across the platform. Nintendo called it their best online retail execution of the year.
The Brief
Walmart.ca's standard product pages weren't built for the kind of brand storytelling Nintendo needed at a major game launch. The challenge was creating something immersive and on-brand within the technical and structural constraints of an existing retail platform — without sacrificing the core goal of driving purchases.
The Approach
The solution centered on full creative ownership of the page environment — a full-bleed custom header that established the Zelda world immediately, followed by a structured browsing experience organized by console and product line. Every design decision balanced Nintendo's brand standards with Walmart's conversion requirements.
Key Features
— Full-bleed custom header
— an immersive brand-first entrance to the experience
— Direct-to-cart purchasing
— a feature unique to the video games category on walmart.ca at the time
— Embedded video content
— bringing the game and console lineup to life within the retail environment
— Console and product line filters
— allowing shoppers to navigate a broad catalog without friction
Several of these features were custom-built firsts on walmart.ca and informed the platform's subsequent brand store capabilities.
Campaign Support
The brand store was supported by a full media plan including run-of-site placements, native traffic drivers, and Facebook ads — ensuring the experience reached Nintendo's audience and drove qualified traffic to the page.
Results
"Best online retail execution of the year." — Nintendo
The recognition reflected not just the visual quality of the execution but the effectiveness of the full experience — from the first ad impression to the in-store purchase flow.
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