84 Lumber had two main goals: To become known nationwide. And to be viewed by potential employees as a company of opportunity. Originally a 90-second script, we had to rethink our approach on our first day of pre-production in Mexico when FOX informed us we couldn’t show a border wall during the Super Bowl. With the spot due in 3 weeks, we made the decision to shoot additional scenes and break the spot into two parts. Viewers were directed to go online to see the extended conclusion of the spot/film.