Greenworks x Walmart 24V Tool Launch

Role: Photography Manager / Creative Direction / Production Lead

Client/Brand: Greenworks x Walmart

Focus: Product Launch, Retail Content, Lifestyle Photography

Building a visual system for a national retail rollout.

Greenworks partnered with Walmart to support the rollout of its 24V tool platform beyond traditional outdoor power equipment. The project required a visual approach that could communicate utility, accessibility, and product clarity while distinguishing between the Series 3 and the Series 5 iterations of the tools.

My role was to help shape and produce the imagery needed to support that rollout, balancing product accuracy, lifestyle storytelling, team coordination, and production execution.

Two Audiences, One Brand

One of the central challenges in this project was defining two distinct visual directions within the Greenworks 24V platform. One series was aimed at the DIY homeowner — approachable, capable, and accessible. The other leaned more rugged and job site-oriented, designed to feel tougher and more performance-driven without crossing fully into commercial territory. The visual system needed to distinguish those audiences clearly while still feeling unified under the Greenworks brand.

DIY Homeowner

Approachable, useful, accessible, and practical.
The imagery needed to feel relatable — focused on everyday use, confidence, and simplicity.

Job Site

More rugged, durable, and performance-oriented.
The imagery needed to feel tougher and more physical, while still remaining within the 24V brand ecosystem rather than reading as fully commercial equipment.

This distinction influenced:

environment and set styling

lighting approach

wardrobe and hand talent

tool handling and body language

framing, texture, and overall visual tone

From Shoot to Shelf

The imagery from this project was built to be evergreen. Each asset needed to support a larger retail ecosystem. Ranging from PDP content and feature callouts to banners, sales materials, and customer-facing product education. The goal was to create a flexible visual library that could move across channels while still preserving a clear distinction between approachable homeowner use and more rugged job site performance.