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. 

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CasperCasper

TAKEAWAY:

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. 

DELIVERABLES:

Design Direction, Art Direction, Production

Studio
—Red Antler

Creative Direction
—Christian Butte

Strategy
—Emily Heyward, Emily Grubman

Illustration
—Tomi Um

Project Management
—Beau Brown