Love Jones

How do you take a brand that’s seen as primarily transactional and create a more meaningful relationship? Do something so disruptive that it gets The Culture talking. Enter a feed-breaking love story people can’t get enough of.

Set within the magic of the season, we gave fans a gift they’ve been waiting years for. The Love Jones universe, re-ignited. Darius and Nina are still together. Their daughter Poet, a budding photographer, tells the story through her lens. No clichés. Just a next chapter that stirs the heart, puts Black love into the holiday conversation, and allows Walmart to say we see you in a way that had The Culture buzzing about a reboot and studios talking about a partnership to give the people what they want.