Photoshoots

Mattress Campaign: Sheets & Giggles

Role: Director

Photographer: Brain Rowe, Denver CO

Responsibilities:

• Comprise shot list.

• Direct models.

• Stage interior and product.

• Review and critique preliminary shots on set.

• Strike & Block set and shots

Overall thoughts: This was my second time directing a photoshoot, and my first time directing a shoot at this scale. working with a photographer, videographer, lightning technicians, all while directly and staging models (including a dog, and an infant) - made the two days we spent with this space in Denver CO, feel like an hour. The electric collaborate between the Sheets & Giggles team and Bryan Rowe Photography made me feel like I was back directing student plays in high school. Who knew that that experience nearly ten years ago would help me stay calm and focused during the 18+ hours working on set.

My biggest challenge with this shoot was to bridge the humor and playfulness of Sheets & Giggles with the quality and luxury of the product. A mattress is a huge investment, and a higher buy-in product for non-purchase of S&G. I told my CEO “we can’t forget what were asking people to consider, this is product we want people to enjoy for 10+ years - if we can’t sell the legitimacy through the images of the launch, we might as well stick with just sheets.” it was a huge gamble, and one that paid off. By the end of 2022, The Sheets & Giggles Mattress became one of the best reviewed and purchased product for the brand.

Note: This shoot took place before the Sheets & Giggles rebrand, so the mattress still displays the original Sheets & Giggles logo as well as the brand’s previous signature purple.

Lifestyle Shoots: Sheets & Giggles

Overall thoughts: Throughout my time as Sheets & Giggles, the brand would often refresh bedding colors. My work with our color selection began far before production even began. Researching color trends, listening to interior designers, consulting customer surveys, reviewing data on other best-selling colors all helped shape the final selection of Pantones, names, and overall color options that Sheets & Giggles presented.

The goal of the shoot focused heavily on an organic direction, favoring content that would perform well in digital ad spaces such as Instagram, Facebook, and Twitter. These lifestyle photos carried ad and email campaigns, populated our social channels, and supported product photography on the website. Through testing we discovered that creating photos that felt intimated and honored the texture of the product performed higher against more traditional bedding photos that were wider in scope.