JOJX lives Purple
The creative content studio launches a new campaign for the mattress brand, which focuses on all of the things you can do when you get a good night's sleep.
)
This colourful campaign directed by Matt Bieler through creative content studio JOJX for mattress company Purple asks: "What can you do with a good night's sleep?"
Beginning with a series of shots of people waking up in warm lighting after having a restful night sleeping on a Purple mattress, the film's tempo starts to speed up as more and more characters join in. The spot shows each person living their life to the fullest, and blends them to create one cohesive narrative.
The individual's activities range from everyday tasks to extreme pursuits, but all the characters share the same joy and zest for life. Bieler uses the same technique to stitch together these images with CGI animations of Purple's state-of-the-art mattress tech, intrinsically connecting humanity to the Purple brand itself.
Credits
powered by
- Agency Peterson Milla Hooks/Minneapolis
- Production Company JOJX
- Director Matt Bieler
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency Peterson Milla Hooks/Minneapolis
- Production Company JOJX
- Director Matt Bieler
- Color Pixel Farm
- CG Modern Logic
- Art Director
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Molly Pedro de Oliveira
- Producer Jewel Estephanos
- DP (2nd Unit) Iain Trimble
- Production Designer Jason Hamilton
- Writer Heather Parke
- Executive Producer
- Producer Kris Wong Barrie
- Editor Jolynn Garnes
- Editor Charley Schwartz
- Sound Mix Daron Walker
Credits
powered by
- Agency Peterson Milla Hooks/Minneapolis
- Production Company JOJX
- Director Matt Bieler
- Color Pixel Farm
- CG Modern Logic
- Art Director
- Executive Producer Jackson Morton
- Executive Producer Joe Care
- Executive Producer Molly Pedro de Oliveira
- Producer Jewel Estephanos
- DP (2nd Unit) Iain Trimble
- Production Designer Jason Hamilton
- Writer Heather Parke
- Executive Producer
- Producer Kris Wong Barrie
- Editor Jolynn Garnes
- Editor Charley Schwartz
- Sound Mix Daron Walker
The characters' actions on-screen drive the building rhythm of the commercial and emphasize the authenticity and optimism that permeates the Purple brand. Bieler utilizes purposeful film techniques like weaving together similar movements from two different cinematic vignettes or splitting the screen between two strikingly similar visuals. He also mounts smaller cameras onto the bodies of some of the performers in the commercial, offering a character-driven point of view.
Bieler elaborates on that element: "I wanted those moments to look like a friend or family member was capturing it. I wanted the camera to really get in there with them, whether it's them opening their eyes for the first time in the morning or off-roading in a go-kart. That way, you're able to see how bright and enlivening those scenes are and, thereby, how someone might feel after sleeping on a Purple mattress."
Jackson Morton, Executive Producer at JOJX adds, "What I love most about Matt is how he does authenticity. He can get so close to a subject without the audience feeling voyeuristic or like they're watching a performance - his films always make you feel welcome - like you're supposed to be there. I think that warm, inspiring energy is undoubtedly present throughout 'Live Purple'."
+ membership
Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.
Learn More
