84 LUMBER — Derek Julin | Creative

Derek Julin | Creative

84 Lumber, the nation's largest private building materials supplier, is a very niche and little-known brand that wants everyone in America to know who they are. And they want to do it on the world’s biggest stage.

INSIGHT & STRATEGY

84 Lumber has plans to expand across the country and this is the first phase of what will eventually become a recruitment campaign. But to get people to work at 84 Lumber, they need to become aware of the brand and understand that they’re a company that believes in opportunity.

THE TEASE

Weeks before the big game, we started to tease clues on 84 Lumber’s social platforms with intriguing photos from our shoot location—building curiosity and anticipation for what was to come on Super Bowl Sunday.

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THE BIG GAME

What started as a 90-second Super Bowl spot turned into a 5 minute and forty-five second film due to FOX rejecting our initial script that showed “The wall”. To keep our story in-tact and skirt the FOX censors, we ended up making the first 90-seconds of the film the Super Bowl commercial, and then guided viewers to a micro site to watch the rest of the film online.