BEAUTYREST⏤
Beautyrest Black
A holistic brand refresh for the #1 innerspring mattress line in the industry, Beautyrest Black. As Beautyrest’s most premium product line, and with a price point to match, my creative team was tasked with positioning Black mattresses as the luxury products they are. Decadent lifestyle photography highlights the product’s lavish materials and feel, while informational CGI images and graphics educate customers about the innovative product features and benefits.
LIFESTYLE PHOTOGRAPHERS: GENTL & HYERS
VIDEO CGI STUDIO: STYLO CREATIVE
ENVIRONMENTAL CGI STUDIO: PIKCELLS
A CGI product video activates mattress components beyond what could be achieved in-camera, educating customers about the product features. The CGI shots pair back to corresponding talent interactions, driving home the benefit to customers.
A suite of 50 lifestyle images was created, showcasing one mattress from each four Series. These images can be used for ongoing marketing needs, such as site content, promotions, emails, and social media.
Series One
Series Two
Series Three
Series Four
A unique CGI room environment was designed for each of the 20 mattresses in the collection. Using styling and architectural detail, the room environment becomes more luxurious as the mattress Series and price point increase, helping customers visualize the step-up in product quality.
Product detail page content provides an overview of the mattress aesthetics, as well as education about the product features and details specific to the model and feel.
Old creative:
Environment feels small and uninviting
Lighting feels unnatural
Talent interaction does not feel believable
Product does not appear luxurious
New creative:
Environment feels expansive and elevated
Lighting feels dynamic and highlights product
Talent interaction feels genuine
Product appears heroic and luxurious
LOCATION SHOOT PRODUCTION: ADHESIVE & CO
VP CREATIVE: COURTNEY STEWART
PROP STYLING: KAEJA KORTY
WARDROBE: QUANNII BELL
GRAPHIC DESIGN: FRANCES AVERY
COPYWRITING: CHANAHRA FLETCHER