Droga5 NY presents the latest installment in the “Junk Sleep” campaign for Mattress Firm starring spokesperson Liev Schreiber. Directed by Tom Noakes of PRETTYBIRD, this spot titled “Spiral in the Diner” shows the cumulative effect of sleeping in the wrong bed, aka “junk sleep.”
Schreiber’s deadpan humor introduces us to a woman in a 24/7 diner whose behavior turns criminal due to continuing bouts of poor sleep. The cautionary tale should be reason enough to go to Mattress Firm where a slumber professional can get you paired with the bed just right for you.
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Credits
Client Mattress Firm Agency Droga5 NY Tim Gordon, Felix Richter, co-chief creative officers; Tara Lawall, executive creative director; Jonas Wittenmark, Tobias Carlson, creative directors; Eve Nova, art director; Juan Camillo Garza, copywriter; Justin Luu, sr. art director; Lorne Heller, sr. copywriter; Jesse Brihn, co-director of film & content; Jeremy Fox, Seth Tabor, executive producers, film; Cliff Lewis, head of art production; Caroline Fahey, art producer; Erin McCarthy, design director; Alex Vitela, sr. designer; Daniel Seong, designer; Gideon Olshansky, brand strategy director. Production PRETTYBIRD Tom Noakes, director; Ali Brown, president/exec producer; Matt Wersinger, producer; Moira Hurley, production supervisor; David Vaccari, casting director; Chayse Irvin, DP; Latisha Duarte, production designer; Chereish Cullison, stylist; Todd Kaufman, assistant director; Editorial Exile Pete Sciberras, Travis Moore, editors; Evan Fredriksen, assistant editor; Samantha Axelrod, producer; Sasha Hirschfeld, exec producer; Evyn Bruce, head of production. Color Company 3 Tim Masick, colorist; Ryan Moncrief, color assistant; Kevin Breheny, color producer. Postproduction/VFX Parliament Music Human, bicoastal Matthew O’Malley, Andrew Bloch, creative direction; Jonathan Russell, composer; James Dean Wells, Kanzo Perron, production. Sound Design/Audio Post Heard City, New York Phil Loeb, sound designer/audio mixer; Eric Warzecha, audio mixer; Virginia Wright, Ronnie Stapleton, Seth Brogdon, Chenoa Tarin, Zoltan Monori, assistant engineers; Gloria Pitagorsky, managing director/partner; Sasha Awn, Jackie James, exec producers; Liana Rosenberg, sr. producer; Nick Duvarney, producer; Dylan Stetson, assistant producer.
Plant-based milk Whole Moon has launched “Straight Up Good,” a comedy campaign that features colorfully offbeat fans of the non-dairy alternative as they are in unexpected situations, enjoying the beverage on its own, not just as a topper. The campaign was created in collaboration with freelance creatives Scott Kaplan, Matt Vescovo and Vlad Ivangorodsky, who served as Whole Moon’s bespoke agency, along with comedy director Megan Brotherton.
“Straight Up Good” breaks with a series of videos across digital and social platforms, including this spot titled “Drink it Alone” where a woman enjoys the tasty, nutritious beverage “straight up.” She talks about the virtues of drinking it alone--and then segues humorously into other solitary aspects of her life.
“Almost no one drinks plant milk on its own,” said creative director Kaplan. “You put it in your coffee, your smoothies, your cereal. Whole Moon tastes so great it breaks that habit. We created standout spots with funny product demos where very different characters drink Whole Moon straight in surprising ways. The brand wasn’t afraid to do something edgy and memorable, which is pretty rare these days.”
“I had a blast working on the Whole Moon campaign,” said Brotherton, who is known for directing high-profile comedy campaigns. “As soon as I read the scripts, I said ‘I’m in.’ The creatives were super collaborative. They really listened to my input and suggestions as the scripts evolved and when it came to casting we were all aligned. The cast really elevated the scripts and brought out even more humor. It was truly a joy to direct.”
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