Sleep Better. Live Purple.
Purple Mattress
The Challenge
Purple had built brand awareness through quirky, viral ads, but with new, premium product lines and a strategic shift toward wellness, it was time to grow up. The goal was to evolve Purple from an internet-first mattress company to an aspirational health and wellness brand, while preserving the playful DNA that made them stand out.
The Idea
Great sleep isn’t just about rest. It’s about how you show up in the world. That shift in perspective sparked our campaign line, “Sleep Better. Live Purple”.
It’s a simple but powerful way to connect the brand’s core benefit to a more aspirational, emotionally driven lifestyle.
My Role
As ACD, I co-led the concept alongside a copywriting partner and defined the visual language under our ECD’s guidance. I led a multidisciplinary team (design, VFX, edit, sound) and ensured cohesion across every touchpoint.
TV: Visually dynamic lifestyle spots showcasing energy, optimism, and movement
Product Films: Long-form videos highlighting the GelFlex Grid technology
Social + Digital: Short form content featuring key product detail & benefits
In-store: Transformed the in-store experience with aspirational design rooted in the brand’s new wellness positioning
Brand Book: Established foundational visuals, color palette, typography and overall tone
The Results
Purple’s brand refresh positioned it firmly in the premium, wellness-forward segment. According to Adweek, this marked the first time the eight-year-old company “grew up,” shifting away from its goofy ads to a more refined, aspirational tone. Purple’s brand recall began rivaling long-established competitors like Sleep Number and Tempur-pedic.