Casper:

Lifestyle Refresh

A much-needed production refresh to Casper’s assets after years of playing it safe. One week, 5 mattresses, and a lot of organization along the way.

Year
2025

Agency Partnership
Crawford & Co.

To support the Casper 3.0 mattress line,

we reimagined our evergreen imagery—shifting from purely product-forward to something more human, playful, and emotionally resonant.

The goal: create aspirational yet attainable moments that reflect how better sleep shows up in real life.

Two children playing with toys inside a cardboard box in a room with a wooden wall and a bed. One child is wearing an orange outfit with green socks, and the other is wearing a yellow shirt. An adult man is in the background making the bed.
A man and woman sitting on a bed in a bedroom, laughing and hugging each other. The bed has a wooden headboard, and a pillow is held by the woman. There is a nightstand with a yellow lamp, books, and a remote control to the right of the bed. A potted plant is partially visible on the left, and a framed abstract artwork hangs on the wall above the bed.

The Role

I led the shoot end-to-end—from concept to execution:

  • Wrote the creative brief, grounding the work in brand evolution and customer insight

  • Partnered closely with our Creative Director to identify and secure the right production company

  • Owned day-to-day production, including budget, contracts, and timelines

Creative Leadership

I was deeply involved in shaping every aspect of the shoot—ensuring the work felt cohesive, elevated, and distinctly Casper:

  • Creative approach and visual direction

  • Photographer selection and crew alignment

  • Casting, wardrobe, styling, and props

  • Lighting and environmental tone

  • Post-production edits

A woman sitting cross-legged on a patterned rug, holding a mug with both hands, dressed in matching striped pajamas, with a bed in the background that has a blue box labeled 'Casper Dream' and a fluffy pillow.

On Set

I traveled to Los Angeles to oversee the shoot—guiding execution in real time to maintain creative integrity while keeping production on track.

The Approach

We captured real-life, character-driven environments—balancing product focus with authentic, “fly-on-the-wall” moments. Each vignette subtly ties back to our core products, creating a cohesive visual system while allowing for personality, warmth, and a sense of lived-in ease.

Execution at Scale

I ensured all assets were immediately translated into creative executions—refreshing Casper’s visual language across channels with a more modern, human feel.

The Outcome

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The Outcome

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The Outcome

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The Outcome

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A new foundation of evergreen imagery—bringing Casper closer to its roots while evolving the brand into something more expressive, relatable, and culturally relevant.

A happy older woman and a younger man lying in bed together, sharing a tender moment and holding hands, with both smiling.
Four people are playfully wrestling on a beige sofa in a living room, smiling and laughing. One person is wearing a red shirt, another in gray, and two in light-colored tops. They are holding pillows and have a joyful expression.
A person with brown hair and light skin is sleeping peacefully in bed, hugging a white pillow with a blue clothing tag, on a textured cream-colored blanket.
Two women laughing and playing on a bed in a bedroom. One woman is lying on her stomach on the bed, wearing a green sweater and gray sweatpants, while the other woman is standing and leaning towards her. The room has a minimalistic design with framed pictures on the white wall, a guitar leaning against the wall, and a blue box under the bed.
A man and two young girls sitting on a bed. The man is smiling while the girls are laughing and playfully crawling over him. One girl wears a blue shirt, and the other girl wears a yellow shirt. The scene is inside a bedroom with wooden walls, and there are pillows and a blanket on the bed.