Serta® Perfect Sleeper®

In 2023, when tasked with relaunching Serta’s oldest heritage brand, Perfect Sleeper, I knew we had to do something fresh, updated, and memorable.

Of course every mattress in the collection offered our latest in “comfort” (regarding material choice and technology), but what my Brand Marketing partners really thought would set us apart in any mattress showroom were Perfect Sleeper’s bold new top panel aesthetics. Not only are they eye-catching, but part of a huge collection (boasting many feels), making it the perfect line for every type of sleeper—whether you sleep on your back, your side, or snuggled up to someone else.

Learning from my then-recent work on Serta iComfortECO, I knew top panel aesthetics appeared quite distorted and hard to distinguish from a traditional “front-on” angle. After some competitive research (and realizing a gap in the marketplace/category), I proposed we flip the viewer’s perspective to market the collection from a completely overhead view, hero-ing not only the beautiful fabrics and feels, but also a wide variety of talent options—truly appealing to all demographics within our target audience.



To launch this collection, I guided the creative direction of an entire multi-channel campaign featuring everything: in store point-of-purchase displays, multiple product videos, social media posts, emails, banner ads, sales materials, a suite of photography, and a DTC eCommerce experience. I also partnered with our Advertising Agency, Leo Burnett, through the development of a national ad campaign.

Role in Project Development: Creative Direction and Art Direction

National Advertising:

Photo/Video Assets (At A Glance):

Digital:

DTC:

In Store: