Shopping for the upcoming school year is now in session—and customers are expected to spend more than ever on both back-to-school and back-to-campus supplies, apparel, and accessories.

Prime Day 2019 has come and gone.

The early returns are, as you’d expect, even bigger and eye-popping than they were a year ago. While the financials aren’t yet official, Amazon said it shattered previous Prime Day records this year; more than 175 million products were sold (via Yahoo! Finance) and sales surpassed Cyber Monday and Black Friday...combined.

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?