Sleep.com

When thinking about sleep, you most likely wouldn’t find the topic interesting at first glance. Our goal was to make sleep interesting by tapping into different avenues and ways we could bring content to a digital generation.

Nobody wants to read a boring article from a doctor talking about the benefits of a good night’s rest. Our strategy was to bring a different perspective and assemble a group of people from all walks of life to tell their story of sleep while creating relevant content that speaks to the topic of sleep wellness and health.

Through this multi-phase campaign, we launched a refreshed sleep portal that featured our Sleep Team, traveled the country filming a mini docu-series, launched a sleep focused 2022 year in review, held multiple shoots, and even appeared on an athlete at the X-Games.

The first step was to assemble a group of influential spokesmen and women to bring a different perspective on sleep.

These weren’t your typical doctors or psychologists; we recruited world famous DJ TOKiMONSTA to talk about how her sleep is affected by a rigorous touring schedule. One of the best flatland BMX riders ever, Terry Adams to talk about how sleep affects his performance in competition and recovery. And Andrea Drummer, one of the country’s top CBD chefs.

The group was spearheaded by one of the World’s top sleep specialists, Dr. Chris Winter and Dr. Jade Wu, a sleep psychologist. Through Dr. Winter and Dr. Wu we were able to capture sit down conversations that brought interesting takes on the benefits of sleep, how they apply to our Sleep Team members, and how viewers could potentially utilize their practices in their own sleep routine.

Early on in the campaign we concepted an idea of a docuseries that explored those fringe sleep stories.

How does sleep play a factor for a touring musician, how does he deal with sleep while always on the road in a tour bus, partying, and the stress that come with performing every night.

Another episode would focus on how a group of firefighters experience fragmented sleep during their shift, how they are able to fall back asleep after a traumatic call, and the renewed focus on sleep and its importance.

Finally, we explored the topic of sleep, stress, and performance with a famous rock climber while sleeping on the side of a cliff exposed to the elements.

Over the course of 2 weeks, I traveled around the country to creative direct each episode along with a couple cameramen, sound engineer, production manager, and a director. Since we couldn’t script any of these shoots, our small team needed to be extremely flexible and able to pivot at a moment’s notice – and that happened a lot.

Starting off in Phoenix, Arizona where we met up with Shakey Graves while he was on tour. The following day we met up with Shakey in Hollywood to continue filming and see if he put any of the previous night’s suggestions to use.

Two days later I made my way to Ft. Worth, Texas to meet up with the firefighters at station 17. While at the station we joined them on multiple calls and had great conversations on the topic of sleep, compartmentalization of stress that comes with the job, and much more – I even got to slide down a fire pole.

Finally, we headed to Park Estes, Colorado to climb a mountain and meet up with world famous Sasha Digiulian to film her and Dr. Winter sleep on the side of a cliff in a portaledge.

All said, we made some amazing content that really gave a unique look at sleep from a perspective that most viewers would never have known.