Walmart Holiday Gatherings

The My Life Mass Choir was an unplanned, but divinely destined, offshoot of the production of a Walmart Holiday Gatherings television commercial celebrating African-American culture and tradition.

My Life Mass Choir

As a part of the commercial concept a church choir was to be featured in the background of a senior citizens social event at a local church. In the spirit of authenticity and to ensure a quality performance, a casting call was sent out to the churches and independent choirs of Atlanta to select a group to showcase.

Something Even Bigger

During the process of auditions it was clear to see that there was a tremendous talent base to be tapped into. As the choirs were culled down to three, the idea for combining select singers from them to form a super mass choir was considered and eagerly implemented. Throughout the process, it was evident that the hand of God was assembling something quite special that would transcend a commercial message from the world’s largest retailer. Something even bigger was congealing and is now ready to be shared with the world.

Extend the Reach

Working with Surron Music & Publishing Company, Paintbox created three (3) original gospel music songs based off the melody of the new Walmart musical mnemonic device being introduced in holiday creative.

Client response to the concept and the executions produced was so overwhelmingly positive that they immediately began discussion of ways to extend the reach of the choir beyond the holiday timeframe. Plans to tie the choir into existing sponsorship activations and to execute a multi-market tour began to formulate.