The Perfect Mattress
—Campaign, Art Direction
CASPER debuted their ad campaign in NYC with a takeover of the subway. Rallying around "The Perfect Mattress for Everyone", we celebrated the diversity of who Everyone might be, turning the subway car into sleeper cars.
In taking on the Casper ad campaign, we immediately recognized that for an un-mattress-like mattress brand, we had to create equally un-ad-like ads. Under the brilliant creative direction of Christian Butte and illustrations of Tomi Um, we created over a hundred unique sets of characters for New Yorkers to discover at their leisure. Our deliberate design system helped grow this campaign into a Grand Central Station takeover and easily debut in San Francisco and Chicago with the addition of city-specific characters.