The Badger Agency is launching a new, integrated campaign for Serta Simmons' relaunch of its Beautyrest Black Collection.  Entitled ‘Sleep First Class,’ the campaign aims to elevate sleep to a luxury – one that speaks to those who want the best in life and understand the importance of consistent sleep, night after night.

Taylor Beckstead, Vice President of Beautyrest, Serta Simmons Bedding comments: “We’re excited to introduce our latest Beautyrest Black Collection, which takes luxury mattress design and aesthetics to the next level. Our focus with this collection was on marrying industry-leading support with high-impact design and we’re proud of how the ‘Sleep First Class’ campaign brings that vision to life.” 

Directed and shot by Oscar®-winning cinematographer Janusz Kaminski , the work leverages Kaminski’s trademark style and approach, including storytelling that merges the technical with the emotional.

In his first collaboration with Beautyrest, Kamiński was looking to demonstrate how Beautyrest Black transports the viewer to a tranquil state for an elevated sleep experience, and used the nature-inspired advertising spots to bring that to life. He said that he, quite simply, “love(s) making beautiful imagery that evokes emotion.”

Regarding the collaboration with Janusz, the Badger Agency's Chief Creative Officer Madonna Badger comments, “Working with Janusz Kaminski is a dream come true for me. He elevates the creative in every way.  His unique vision of modern luxury and his ability to create a dreamlike atmosphere in every shot, will set Beautyrest apart.”  

The :30, :15 and :6 ads will be running across national cable as well as digital platforms.

Check out the :30 spot here:

Source: YouTube

Screenwork Credits

Brand: Beautyrest Black/Serta Simmons Bedding
Taylor Beckstead - Vice President, Brand Marketing | Matt Gill - Senior Brand Manager | Katy Underwood - Associate Brand Manager 

Agency: Badger Agency 
Madonna Badger - Chief Creative Officer & Founder | Natalie Troubh - President | Clark Fisher - Executive Creative Director | Celeste Holt-Walters - Head of Production | Alex Castillo - Creative Director | Grethel Zarate - Senior Art Director | Mary Read Askew - Account Director | Donna Amore - Senior Account Executive | Willem Koppel - Senior Producer | Maddie Echeverria - Junior Producer

Production House: Independent Media 
Janusz Kaminski - Director | Susanne Preissler - Executive Producer/Managing Partner | Liam Ahern - Executive Producer | Nadine Brown - Line Producer | Bartosz Nalazek - Still Photographer | Chile Service Company: The Roots

Editorial: Arcade Edit
Paul Martinez - Editor/Partner | Sila Sawyer - Executive Producer/Partner | Alexandra Leal - Post Producer

Audio: Heard City
Audio Engineer: Evan Mangiamele

Color: Company 3
Colorist: Jill Bogdanowicz

VFX: Platige
Executive Producer: Aurelien Simon | Postproducer: Sonia Marcinkowska | CG / VFX Supervisor: Maciej Szewczenko | Creative Director: Gawain Liddiard | On-Set Supervisor: Gawain Liddiard