At the start of last year, Imagine and Walmart were working together on development of several branded entertainment projects, but when everything changed in March 2020, we set our sights on telling the real story at hand— the COVID-19 pandemic and the profound impact it has had across the world. Walmart is a unique corporation in that when crises hit, whether a natural disaster, societal unrest, or a global pandemic, it is at the forefront of relief efforts. Together, Walmart and Imagine saw an opportunity to create a film where audiences could see what was happening on the frontlines of this major moment in history.

We realized early on that Walmart would be the perfect engine to tell the story of the pandemic because of the unique access it provides to the frontlines. With a storied history of stepping up during major societal events such as Hurricane Katrina, Walmart was already making a difference by offering COVID testing and food assistance to those in need. We sprang into action to document what was happening in the world through the lens of Walmart’s hardworking associates at multiple levels within the company.

The strategy is to broaden the brand’s reach by creating a non-fiction entertainment project that aligns with its mission and values and that appeals to a wide audience. Through co-marketing efforts, the brand can then draft off the success and cultural resonance of the film to further position itself as champion of bringing people together in challenging times.

From Walmart associates & executive leaders, community members and beyond, this film goes out onto the front lines to tell the stories of a group of ordinary men and women that proved to be extraordinary heroes when we needed them most. Directed by award-winning filmmaker Brent Renaud and produced by Academy Award-winners Brian Grazer and Ron Howard, Sparks in the Darkness explores the most difficult moments of 2020 including a global pandemic and a natural disaster. Additionally, our filmmakers were traveling across the US and on the ground documenting these stories when a very different tragedy occurred: the murder of George Floyd. Suddenly the whole country was forced to reckon with the grim reality of police violence and racism. The film explores the aftermath of that tragedy through the eyes of several Walmart employees who gathered their community together to march against the injustices.

The film was shared with over 2.4 million Walmart employees during the holiday season in 2020 and is being re-cut for a festival run.