Balancing complex legal implications across various states prohibits outlet stores from advertising “sales.” Independence Day is a major sales weekend, and I developed a concept that was driven around building an “event” that would fit in with all of the promotional sales that would be advertised across the retail landscape. Additionally, there was no production budget, so I created a storyboard around some existing footage and worked with our production partner to create a unique video campaign that expanded our display and in-store creative.