Union Edits New Walmart World Cup Series Featuring Luis Suárez
Union Editorial’s Merritt Duff edited the first two episodes, airing now.
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 (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 humor, 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.
CREDITS
Client: Walmart The Rise of a Fan
Agency/Location: Dept W + PubW
Executive Creative Directors: Ricky Vior & Paulo Junger
Creative Director: Caitlin Fitzgibbons
Copywriter: Aldo Gonzalez
Creative Director – Art: Gabriel Da Silva
Art Director: Gianluca Abatae
EP: Rosa Matos
Senior Producer: Jennifer Malki
Production Company/Location: Division 7
Director: Kris Belman HOP: Brian Sabowski Producer: Jon Dawes
Editorial Company/Location: Union Editorial NY
Editors:
Ep. 1 & 2: Merritt Duff
Ep. 3 & 4: Ryan Stacom
Trailer: Jean Taylor
Assistant Editors: Ashley McGinn, Nico Gilmore
Junior Assist: Danny Reguinho
Managing Director: Caryn Maclean
Editorial EP: Melissa Lubin
HOP: Lily Hartmann
Telecine Company/Location: Company 3 NY
Colorist: Tim Masick
Producer: Barbara Losseau
Post/Effects Company/Location: ARC Creative
Producer: Danielle James
Sound Design Company/Location: Plural Miami
