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Life Before Your Eyes

Posted February 13, 2013 No Comments



The Emotional Life of Your Mattress

Experience your life flashing in front of your eyes through the POV of where you spend 1/3 of it – in bed.

That’s the concept from Los Angeles-based creative shop Arcana Academy’s latest for Sealy. Yep, it’s a mattress commercial. And it’s a good one.

We spend one third of our lives in bed yet the mattress is one of the only big-ticket home furnishing items that people buy but have no emotional connection with.

Los Angeles-based ad agency Arcana Academy are reminding consumers that the mattress is often the scene for many familial ups and downs in “Life Before Your Eyes,” a poignant brand affinity spot for mattress giant Sealy Posturepedic.

Taking the cheeky and avant-garde creative under the brand’s category re-defining ‘Whatever You Do In Bed, Sealy Supports It’ campaign into new emotional territory, the spot recounts the story of a family moving across the country. When they hit a bump in the road, the mattress flies off the back of their moving track and the seminal moments in lives flash before viewers’ eyes.

“People fall in love with their bedding, their pillows and even their bed frame, but ask around and you might be surprised to discover that most people aren’t sure what brand of mattress they sleep on, let alone express an emotional connection to it,” said Arcana Academy co-founder Lee Walters. “If you love your mattress, is it possible for it to love you back? This spot says, yes. Definitely.”

“Life Before Your Eyes” will debut on April 1 and air during heavy retail periods throughout May, June, July and August. In between those periods, it will act as a brand affinity spot to broaden consumers’ perceptions of Sealy Posturepedic mattresses.

View more of Arcana’s work for Sealy.

Credits:
Title: Life Before Your Eyes
Client: Sealy
Agency: Arcana Academy, Los Angeles
Executive Creative Director: Shane Hutton
Executive Creative Director: Lee Walters
Executive Producer: Florence Babbitt
Agency Producer: Jessica Darke
Agency Producer: Denice Hutton
Art Director: Lee Walters
Art Director: Alex Esseveld
Copywriter: Shane Hutton
Copywriter: Agustin Sanchez
Account Executive: Elizabeth Miller

Directors: Annabel Jankel and Jackson Jankel-Morton
Production Company: Curious Pictures
Director of Photography: Martin Ahlgren
Executive Producer: Bill Reilly
Line Producer: Carol Haak

Editorial: Arcana Academy
Editor: Keith Hamm

Animation and Visual Effects Company: Big Block
Managing Director, Big Block: Kenny Solomon, Big Block
Executive Producer, Big Block: Leslie Sorrentino
Producer, Big Block: Cindy Chapman
VFX Supervisor: Randall Smith
Lead/Designer: Curtis Doss
Flame Artist: Brian Schneider
Animator: Peter Sperrazza

Colorist: Bob Curreri, Cinelicious
Sound Design Company: Eleven Sound
Executive Producer, Eleven Sound: DJ Fox
Sound Engineer, Eleven Sound: Scott Burns

Music Company: Egg Music
Original Music: Eric Fawcett, EP Egg Music
Original Music: Brack Herfurth Egg Music








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