Walmart x mitú Filmmaker Mentorship Program

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VP of Prouction - Jill Krikorian
Creative Director - Felipe Martinez
Creative Director - Manolo Celi
Producer - Linda Ajeti
Director - Ben de Jesus

The Filmmaker Mentorship Program (FMP) is a long-term initiative created by mitú in partnership with Walmart to support and amplify emerging Latino filmmakers. Through hands-on mentorship and full creative backing, the program gives young filmmakers the opportunity to develop, produce, and premiere their own short films, while gaining real-world experience navigating branding, storytelling, and distribution.

Now entering its third season, FMP has supported 16 filmmakers to date, with multiple films officially selected into film festivals and a growing cultural footprint that reinforces Walmart’s ongoing commitment to the Latino creative community.

My Role

As Creative Director, I led the creative vision and execution of the program across all three seasons, shaping both the filmmaker experience and the public-facing identity of FMP.

My responsibilities included:

  • Creative Direction & Art Direction:
    Defined the overall look and feel for each season, ensuring a cohesive yet evolving visual system that honored the filmmakers’ individuality while maintaining a strong, recognizable program identity.

  • Filmmaker Mentorship (Branding & Identity):
    Worked one-on-one with filmmakers to help translate their stories into fully realized brands for their films guiding everything from posters, title treatments, and color systems to visual tone and presentation.

  • Social & Digital Ecosystem:
    Led creative direction for all social media communications, shaping how the program and films lived across platforms. Oversaw the website hub experience as a central destination for the program, filmmakers, and films.

  • Physical & Experiential Touchpoints:
    Directed print materials, environmental assets, and the creative execution of film premieres, ensuring a consistent and elevated experience from screen to space.

Impact

  • 16 emerging Latino filmmakers mentored across 3 seasons

  • Multiple festival selections for participating films

  • A scalable creative model that balances individual artistic expression with brand alignment

  • Strengthened Walmart’s presence and credibility within the Latino creative and filmmaking community

Why It Matters

FMP isn’t just a sponsorship, it’s a platform. The program creates real access, real mentorship, and real visibility for Latino filmmakers, while proving that brand investment in culture can be both authentic and impactful. My role sat at the intersection of creative leadership, mentorship, and cultural storytelling, helping shape a program that continues to grow beyond each season.