comfort option
retail | brand-awareness campaign & web
The Brief:
Comfort Option — makers of the only customizable, rebuildable® mattress on the market — needed a brand awareness campaign to drive mattress sales.
My Role
As JDA's dedicated writer, I built audience personas from customer interviews and brand research, then concepted and wrote the full Redefining Comfort campaign across Meta ads, a custom landing page, email, and print. I also coined the team's internal and external title — "Comfort Experts" — which carried across all campaign executions and brand communications.
Campaign Device: Dictionary Format
The creative concept reframed sleep deprivation through deadpan definitions — turning familiar feelings into proof points for the product.
"Rejuvenated: The rare, post-sleep phenomenon that makes you feel unstoppable."
"Sleep: A figment of the imagination, until now."
The mattress made in heaven is here — customizable and complete with quality layers that will support you for the long haul.
"Relief: The moment you realize you'll never have to buy another mattress again."
Supporting Copy:
"We're on a mission to improve your sleep — redefining the standard in mattress quality on every level; one custom layer at a time."
ECD: Kristine Deininger // AD: Aaron Armstrong
Campaign visuals below.
Ad Creative (Meta)
landing page content
