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Purple, the innovative mattress company from Utah, recently underwent a brand refresh. An entirely updated photographic aesthetic was adopted as part of the new brand expression. The brief was to find a way to showcase their proprietary technology in the mattress in a way that made it imminently understandable and real for new and potential consumers.
Their in-house creative team worked with a brand studio, photographer and industry stylists to create a series of scenarios that used visual metaphors to evoke a somatic response in the viewer. The innovative product layer (“The Grid”) was removed from the mattress and the crew dreamt up ways to playfully interact with it.
The result was a fun and energetic photographic series that is completely differentiated from competitors that has already gotten incredible consumer pick-up on social and brand channels.