This is a campaign created for Casper, the award-winning mattress company. Studies show that we need to replace our mattresses every 6-8 years, which doesn’t bode well for the Silent Generation (those born between 1925-42) who are known for their frugality.
They're also known to have issues with chronic pain. Therefore, this Christmas campaign targets their children - boomers - encouraging them to buy their parents a new mattress for optimal comfort and joy this festive season.
Process
I hand-stitched the crosses, then image traced them on Illustrator to make a twee custom typeface. A gradient map was then applied to emphasise the stitching detail. I wanted to evoke feelings of comfort and cosiness, a nod to a generation that is partial to a bit of embroidery (as am I).
This is student work.
