Insomniacs know the problem well. Night after night, head nodding downward, but then at the edge of slumber…Hurry! Act now! Operators are standing by! The infomercial can sometimes be a waking nightmare, and no less of one when trying to reposition MyPillow, a brand born from that very television hard sell.
To help this comfort brand shift away from the sharp late-night hustle, it’s all about promoting what makes the pillow itself great. Everything is soft—the pillow, of course, and jammies, the lighting and sheet scrunches, and not least of all, the smile. The direction and artistry helped customers buy in big time, and sales teams to sleep easy.
Photographer: Douglas Lockhard
Stylist: Jessica Figueroa