Casper singlehandedly upended the mattress industry and transformed the way we shop for sleep. The company's beloved illustration-based campaigns, created at Red Antler in collaboration with artist Tomi Um, have charmed countless viewers and helped fuel the company's explosive success.

I led the development of the campaign as it grew into immersive media takeovers of Penn Station and Grand Central Station. Building on the success in New York City, our team was tasked with expanding and adapting the design to resonate with new audiences in Los Angeles, San Francisco, Chicago, Toronto, London, and Berlin. 

Completed at Red Antler. creative direction: simon endres. design & art direction: jessica yan, brice mcgowen. illustration: tomi um.

As the campaign grew in reach, the creative was reinvented to speak to new audiences.

We focused on inclusivity and the benefits of truly great sleep, instead of the technical details and jargon that consumed the industry. Through a unique visual and verbal language, we developed a quirky and lovable personality.