Taking a concept and script from Fenton's creative team in hand, Charged Studios designed and built the gun range set in-house in 2 days. Facing the logistics of bringing a full team to a gun range on such short notice, we pulled details from real gun ranges: the signage, layout and target sizing are all based on real gun ranges. The targets themselves, the main focus of the spot, were designed under one of our graphic artists to combine a standard shooting range target with images of innocent bystanders. Having just a basic script idea that had not been finalized by the day of shooting, we planned out shots based on the takeaway and tone to create a spot that had a strong visual message regardless of the final voiceover. The spot was edited in-house.