“Creativity is in the DNA of our audience, and their bedrooms are an expression of that. It’s a space they’ve crafted for comfort, surrounded by the things they love. It’s where they celebrate individual style. We didn’t want to follow other brands in the category, showing models on a bare mattress in an empty room. We wanted to give an intimate look into the bedrooms of influential creatives—in art, music, fashion, film, photography—all around the country. So, we interviewed them to learn about what makes their bedroom their happy place. The photography and video from this series brought beautiful and inspired content, both social and digital, that captured the attention of our audience. The result was a truly organic connection.”