America has a sleep problem: 68% get less than the recommended 7 hours per night and half don’t connect the quality of sleep to their well-being. This has major health implications. After introducing Junk Sleep as the enemy, Mattress Firm wanted to extend their position as America’s trusted authority on sleep, moving beyond selling mattresses to highlighting their unmatched expertise via the Sleep Experts available at stores nationwide.

With the work set to launch in the summer, this was a pivotal period for mattress sales. We needed to boost all funnel metrics for Mattress Firm to ensure a fruitful summer sales period, stand out from our competitors, and improve key perceptions with customers, including sleep expertise and trust.

Besides creating epic visuals, to depict a sleepless ‘world’, we relied heavily on great faces, unique characters to bring emotion and human connection to the Junk Sleep problem.

There were great visual and physical ideas for their action, but for us to care we needed unforgettably interesting faces.

We cast a cacophony, a menagerie, of beautifully lost, epicly tired, amusingly vacant humans.

Faces that you’d want to stick with for the length of a movie, but we tease you with them for a matter of seconds!

We needed to feel sorry for them. When we cut in close, it’s all in the eyes, their ability to express despair, or a lost feeling, or naively confused.