SLEEP BETTER, LIVE PURPLE

The Brief
Purple was pivoting. A new premium mattress line was on the horizon and the brand needed to grow up to match it. Much of the strategic framework had been set before I arrived, and I came in as Purple’s Creative Director to execute a nationally televised campaign and brand photography capture to launch the next era of Purple.

The Concept
Living Purple is more than a good night’s sleep. It’s living life with an optimistic spirit and infectious energy. The focus of Sleep Better, Live Purple isn’t sleep, it’s people embracing life in ways that showcase the dynamic joy of living because of Purple Sleep

The Role

• Owned casting, location, styling, and talent direction decisions

• Served as the creative authority on set, with the agency looking to me to call the shot and move us forward

• Caught what wasn’t working and made the changes, in the moment, on a production where getting it wrong wasn’t an option

• Shepherded multiple broadcast and digital versions of the spot through post, with a strong creative voice on every cut

The Results
Increased TV ROI over the previous brand campaign. Qualitative results showed Sleep Better, Live Purple was most compelling TV campaign for the brand in 4 years.