Today, there are approximately 175 online mattress companies. But before Casper, the idea of selling a mattress outside of the showroom was unheard of. We met the founders during their early phases of product development and helped them from the beginning to shift consumer purchase behavior in the category. We focused on the benefits of truly great sleep, instead of the technical details and jargon that consumed the industry. Through a unique visual and verbal language, we developed a quirky and love-able personality. Casper became the new leader in sleep and we continue to work with the team to rise above the crowded, commodified space and connect with consumers on a deeper level.

Shortly after Casper’s launch, we created an out-of-home campaign, starting on the NYC subway, that celebrated the idea that one mattress could meet the needs of most people. Rather than taking a functional approach, we stayed true to Casper’s strategy of celebrating people’s waking lives and worked with illustrator Tomi Um to create a series of quirky and lovable characters, who all happily sleep on a Casper. The campaign would go on to expand into multiple markets and run for years through multiple iterations.