Beautyrest Harmony
Launch campaign for the refreshed Beautyrest Harmony collection (originally launched in 2019). The concept "Support for more than just your body" was created to emphasize the mattress's positive impact on the environment, utilizing reclaimed ocean-bound plastics in it's fabric while speaking to the unparalleled support the line provides.
THE BRIEF
Relaunch the Beautyrest Harmony brand to modernize and elevate the look and feel while highlighting the sustainability and motion isolation value propositions
CONTRIBUTION
Creative Direction, Photography and Motion Art Direction, Pre and Post Production Planning
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Previous: Harmony 2019
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New: Harmony 2023
Teaser Video
Retail Experience
Demo Box
The Demo Box is an interactive unit that provides our retailers with a tactile tool to explain the value propositions and componentry inside our mattresses to customers.
E-comm Experience
Product Comparison Pages
With 2 mattress construction types, 4 levels of products, and over 40 mattress models,
we heard from consumers it is difficult to decide which mattress is right for them.
In partnership with the UX team, I led the content design and flow for the creation
of product comparison pages to aid our consumers in their decision.
Launch Emails
Organic Social
Photographer/Director: Charlie Shuck
DP: Drake Woodall
Wardrobe: Quannii Bell
Prop & Soft Goods Styling: Kendra Smoot
Still Life Prop Styling: Bryson Gill
Production partner: Production Squad
In-house Producer: Elizabeth Seronko
CGI and Video Post Production: Field
Concept Creative Direction: Renee Pierog
Art Direction: Janice Echeverria
Design: Lindsey Gullett
Editorial Lead: Emilee Schumer
Copy: Camille DeSoto