Casper:
Goodnight Day
Casper’s first 360 awareness campaign since 2022. Repositioning Casper as a trustworthy, reliable brand in a sea of bed-in-a-box companies.
Year
2026
Agency Partnership
Orchard Creative
Casper’s Goodnight, Day campaign,
was designed to reintroduce the brand in a bold, culturally resonant way—transforming everyday “daymares” into a simple truth: no matter how chaotic the day, a great night’s sleep resets everything.
The campaign leaned into dark humor and relatability, pairing unsettling daytime moments with the comfort of Casper’s products to reinforce the brand’s core promise.
I spearheaded the campaign end-to-end—leading strategy, agency partnership, production, and execution—bringing a full-scale brand platform to life in just six months.
The Role
I built the foundation and carried the work all the way through:
Wrote the brand strategy brief, defining the insight, tone, and strategic direction
Led the agency search and selection process
Owned the day-to-day agency partnership
Managed budget, contracts, and timelines across a six-month production window
Creative Leadership
I was embedded in every key decision—ensuring the work stayed sharp, cohesive, and true to the vision:
Concept approval and creative direction
Director treatment, casting, wardrobe, styling, and props
Lighting, tone, and overall visual world
Post-production edits, including music and sound design
Execution at Scale
Beyond the hero films, I led the development and approval of the full campaign toolkit—ensuring the creative translated effectively across all channels and touchpoints.
This included overseeing channel-specific adaptations, digital and social extensions, and asset rollouts across platforms
The result was a cohesive, scalable campaign that reestablished Casper’s voice and presence in the market.
On Set
To bring the campaign to life, I traveled to Romania to oversee the commercial shoot in person—partnering closely with the director, production team, and agency to ensure seamless execution.
Being on set allowed me to make real-time creative decisions, maintain fidelity to the concept, and ensure production stayed on schedule and on budget.
This hands-on leadership was critical to delivering work that matched the original vision's ambition.
The Outcome
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The Outcome
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A bold return to brand for Casper—reestablishing its voice through culturally resonant, emotionally driven storytelling.
