An email dings your inbox. The ask? Your boss wants you to lead the charge on a new back-to-school campaign. It needs to be “fresh and poppy,” have Gen Z appeal, and increase sales by 5%. It also must produce enough video and photography content for seamless marketing across dozens of channels, all while keeping customers engaged and your boss beaming.

You? Overwhelmed. How will you accomplish this Herculean task? What creative approach should your agency take—and how will you direct it?