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GhostBed By Nature’s Sleep

Overhead view of woman wearing red tshirt laying on bed and GhostBed pillow with arms around the pillow

GhostBed by Nature's Sleep wanted a video that could go viral

Having produced thousands of videos for an array of purposes over the years, we have our finger on the pulse of media creation that is unlike your typical marketing agency. So, a request for a “viral video,” while it may seem difficult to execute, was a welcome challenge for our team of craftsmen.

What really turned up the heat was the fact that we had a single day to produce both the one-minute spot and shoot crisp product photography. We were excited to take on the challenge and proud of the solution we conceived.

In the end, we cut a hilarious video that achieved the client’s goals. The commercial has over 3 million views and counting, entirely positive feedback, and you might just see it on your next JetBlue flight.

Our friends at GhostBed have seen an incredible uptick in sales since putting this commercial out into the wild.

The Solution

After writing out nine concepts to choose from, we sat down with GhostBed and talked through which concept would bring about their desired outcome. Knowing that ridiculous humor has a wide appeal, we chose to produce a concept featuring a mad scientist explaining the technology behind his creation, while his assistant demonstrates the sensation of GhostPillow in the background.

We created a gallery of crisp lifestyle photography to support ongoing marketing initiatives revolving around GhostPillow’s new viral video content.

Overhead view of woman wearing black and white tshirt laying on bed and GhostBed pillow

Product Photography

GIF animation of layers of a pillow being shown

Step inside the storyboard

The Dream Commercial

Drawing of man in car with hand on the door

Drawing of hands over a briefcase of money

Drawing of man laying on a beach by the water with the sun shining

Drawing of man laying on a bed with his arms overhead with text saying Even Your Dreams Are Better on a Ghost Bed

Drawing of man pointing to Advance Cooling Technology text

Drawing of man advertising 101 Night Sleep Trial

Drawing of man saying to go to Ghostbed.com

The Boy That Never Left His Bed

Drawing of mother with baby boy looking out from under her skirt on a bed

Drawing of boy rolling down a street on his bed smiling

Drawing of boy on a bed enjoying a band concert

Drawing of boy with a video game controller in his hands

Drawing of a boy laying on pillow with a big smile on his face saying You'll Never Want to Leave

Drawing of a boy saying You Can Try It For 101 Days For Free

Drawing of boy laying on the bed with text saying Go To Ghostbed.com

Behind The Scenes

Tapping into certain distribution channels was an essential factor in the pursuit of viral success. We could not simply air GhostBed’s new video on cable television, Amazon, social media platforms and so on. We had to broaden our scope. So, we secured ad space on JetBlue and American Airlines. This not only positioned our content for immediate success, but it also broadened our viewership, essentially putting our commercial front-and-center for a wider range of audiences stemming across very unique demographics. We also thought the ad placement pretty clever as it would resonate more strongly than if the viewer had seen it while chilling on their sofa. Airplanes aren’t really known for their comfort, after all.

TomboyX

TomboyX is an eco-friendly clothing and underwear brand designed to fit real people comfortably. There is no one body type. No one comfort zone. There is just you. That is the TomboyX agenda: giving you what you need to be yourself.

“Be who you were born to be. No apologies.”

That is our credence. We do not abide by labels because we do not live by labels. We act out. We’re loud. We’re spontaneous. We see people for who they are… and that is whoever the F*&% they want to be.

TOMBOY [TOM-BOI]

NOUN

1. An energetic, sometimes boisterous girl. 2. A girl who dresses and sometimes behaves the way boys are expected to. 3. A girl or a woman who DGAF about definitions 1 and 2. 4. A woman who is utterly, completely, and unapologetically herself, who is not afraid to stand up, stand out, be heard, be seen. On her terms. 5. A woman or a person who expresses and dresses in a way that feels authentic to her without worrying about what other people might say. 6. Is damn ok with who they are. 7. Not a phase. 8. You? 9. Me.

The Purpose

To break away.

Our company culture embodies similar values of unapologetic individualization that TomboyX prizes above all else. Rebelling against the status quo is best done in the right company, so TomboyX came to us to create their latest branding video. This involved a combination of original screenwriting, video production, and motion graphics. Combining these departments, we created a disruptive media force that dissolves labels currently dominating fashion and gender.

The marketing industry is a landscape of labels.

What drives and converts audiences into repeated consumers is largely decided by character traits in social status, race, class, age, political opinion, religion. The list of labels goes on, and on, and on. We had to categorize these labels to identify and appeal to our target audience, yes. However, we had to do so in a way that upholds TomboyX’s core values of freedom and individualism. The purpose of this video is the destruction of social and industry labels that limit individuals. This is us [all of us; the you’s of TomboyX] shouting loudly, passionately, and genuinely.

This is an anthem, not an advertisement.

The Challenge

To market a rebellious brand like TomboyX we decided to disrupt the consumers’ expectations of fashion in advertising. We wanted to deliver a lasting piece of media that was completely unique and genuine to the TomboyX culture. To achieve this, we fused typography, graphic design, movement, and poetry.

The TomboyX brand is all about freedom. Their audience simply doesn’t like being told what to do. This made writing a commercial especially difficult. We couldn’t force or sugar-coat our message less risk our audience responding negatively. Additionally, we had to target a specific audience without labeling the individuals within that demographic. We dug deep into their brand, uncovering key elements that we felt personified TomboyX, not the people who wear it. This was a crucial step in the scriptwriting process and really allowed us to construct a voice that truly represents their core values. During the visual stage, we used the X as rhetorical support, which helped translate emotions and perceptions we otherwise would not have been able to describe.

The TomboyX brand uses a chaotic series of patterns, colors, imagery, and bold language to represent the various voices of their community. Their message is sharp and immutable. It is many voices melded into one. Because of that, it was important to consolidate all the different identities within the TomboyX community – power, freedom, love, and individuality – as if they were a unified voice.

The Solution

We used the X in TomboyX as an added source of visual and spoken communication, as well as an outlier for movement, structure and a spot to focus the eye during quick camera transitions. Rhetorically, the X represents the dichotomy of society and culture: acceptance and denial. Structural, the X is a statement: a stamp of rebellion and unity.

We used X as a means of cancellation. By eliminating judgemental labels at the beginning of the video we show our audience that they can be accepting of others by being bold in the face of false stereotypes. Next, we used X as a means of empowerment. We found it essential that the TomboyX brand has a strong, inspirational voice to propel the power of the individual. Showing that we are strong in the face of oppression established greater trust between the brand and the consumer. This trust equipped inspirational language with added sincerity.

TomboyX Video Branding Porfolio Embrace All

“X is your mark; your identity.”

The X is the focus on the screen and allows us to say multiple messages at the same time without diluting or distracting from the others. This adds depth to the brand. We tucked a personal testimonial into the upright crevice of the X to spotlight the positivity of the TomboyX agenda: be yourself. When reading the testimonial, consumers can apply it to the changing portraits above, and (possibly) to themselves. That connection is what converts audiences into loyal consumers.