Casper

Copy Director

My team and I focused primarily on connecting with consumers on getting better sleep. Yes, we knew in-depth details about every mattress, pillow, bedside light, and other product. But the functional message was always secondary to the benefit of Casper’s signature comfort, support, cooling, and next-level sleep. The voice needed to be inviting and playful with a wink to our universal desire for great sleep. In one execution, we created a holiday campaign around greeting cards sent by people who refused to leave their beds. In another, we made an OOH piece where the person painting the ad can’t stay awake because he didn’t sleep well the night before. We created a radio spot where an amateur journalist takes listeners on a tour of exhausted customers at a Casper Sleep Shop. I was heavily involved in Casper’s brand strategy and shaping all potential directions for 2020. I gave a unique spin to strategy work by including voice in positioning statements so that people could feel how the brand will sound.

Casper Holiday Social Campaign