EMMA MATTRESS

Emma Mattress tasked us with creating attention grabbing social media content to help drive sales for their Black Friday sale event. As Emma Mattress is a well established brand, we also had to ensure their brand identity and imagery carried through in our advert. 

We got our creative thinking caps on, pitching several exciting concepts with the client ultimately selecting one to pursue. 

The selected concept centred around the main character unable to sleep, uncomfortably tossing and turning at night, before being addressed by an omnipresent voice-over. With our main character’s attention peaked, looking directly at camera as if the voice was coming from the viewer, she is now enlightened to hear that Emma Mattresses are on sale – prompting her to get a good night’s sleep with Emma Mattress. 

With the character looking directly at the camera, we knew this would stand out in a crowded ad space – grabbing the viewer’s attention as if the character is looking directly at the viewer!

It was imperative the concept worked across multiple social media platforms, and with audiences often viewing videos on their phone with the sound turned off, our concept had to ensure it worked both with and without sound design.

So our concept utlisied on-screen text in conjunction with a voice-over so the video would work either way.

The composition of the shot was really important to establish and grab the audiences’ attention. So we built a specialist rig, rigging the camera over head looking directly down onto the character and bed. 

Our concept had no edit points, all delivered in one take. We of course did multiple takes on the day of filming with the actress, but worked closely with the actress to ensure her delivery hit the correct timings when the voice-over or on-screen text would appear at certain points. We had pre-recorded the voice-over ahead of filming and played this alongside us filming to aid our actress.

When it came to the edit we had to ensure any on-screen text was in the correct text safe zones for each social media platform. As well as incorporate Emma Mattress’ established branding throughout.