Creative Direction
marketing campaigns — social — experiential — trade shows
Tuft & Needle
Sweet Dreams
I led the creative direction of this Tuft & Needle marketing campaign, creating impactful photos, videos, and animations used across our website, social, email, display, retail, and OOH.
Beautyrest
My team supported the launch of an innovative mattress from Beautyrest. The mattress contained internal sensors to detect your body’s pressure and sleep position. The mattress automatically (and silently) adjusted its firmness to alleviate pressure points across three zones while you sleep. You could also set and adjust the mattress with a custom mobile app.
SmartResponse
Serta Simmons Bedding
Las Vegas Market
My team led the design of 30,000sqft of showroom space, partnering with architects and contractors to build a custom experience from the ground up. I led the creative direction of all branding, signage, interactive displays, POP, and visual merchandising throughout the space.
Tuft & Needle
I led the design of eleven Tuft & Needle retail stores across the country. I worked closely with architects, designers, art directors, visual merchandisers, and our sales associates to ensure that Tuft & Needle’s brand was expressed consistently across all signage, fixtures, packaging, and decor.
Retail Stores
Tuft & Needle
Organic Social
I led creative direction for Tuft & Needle’s organic social content across Instagram, Facebook, Pinterest, and LinkedIn. I worked closely with leadership from our marketing, public relations, and social responsibility teams to develop new types of original content. I also established templates and strategies that allowed us to increase efficiency and post at a consistent cadence across all channels.
Tuft & Needle
My team created interactive displays for Tuft & Needle’s retail stores to communicate the benefits of the proprietary foam used in Tuft & Needle mattresses. We partnered with our product development team, brand marketing, and a fabrication vendor to bring the demo to life.