Scaling Through Creative Leadership

When I joined Purple Mattress during its startup phase, the company was riding a wave of success from the viral Goldilocks commercial created by the Harmon Brothers. To sustain and amplify this momentum, the founders assembled an elite marketing team to continue driving the brand’s quirky and engaging approach.

Key Contributions and Achievements

Collaborative Campaign Development: Partnered with a diverse internal team of 20, external production companies like Studio C, and various consultants to execute innovative campaigns.
High-Volume Asset Creation: Led the creative team in producing thousands of assets, including social media content, advertisements, and marketing collateral.
Commercial Success: Produced 11 commercials over three years, building on the brand’s unique identity and humor-driven messaging.
Revenue Growth: Contributed to scaling monthly revenue from $250K to multimillion-dollar months, transforming Purple Mattress into a multi-million-dollar enterprise.
Legacy of Impact: Solidified Purple’s reputation as a creative-driven brand and a leader in the direct-to-consumer mattress industry.

This experience highlights the power of creative innovation, strategic collaboration, and data-informed storytelling in driving substantial business growth.

Sooooo Much Talent Behind the Work

This position was key to learning how to effectively manage and lead a team of highly talented designers, content writers, developers, and videographers. Most start-ups lack efficient processes and structure, as was true with this fast-pace environment. I brought boundaries, vision, and passion for witty product delivery.

Start-up = Wearing a Lot of Hats

Start-ups typical begin short key players. This was absolutely true for our first year together. As a Creative Director I also played the role of Individual Contributor as a graphic and web designer, developer, photographer, editor, industrial designer, package designer, and interior designer.

Entertain yourself with commercials

Purple Mattress Protector

In collaboration with Studio C and our internal videographer Scott Dastrup we went big with this 2 day outdoor shoot. Hiring character make-up artist, professional actors, and working with a highly skilled production crew.

Fun Fact: Mama Sasquatch is played by man

Purple Platform Base

Created by internal team in collaboration with Studio C actors. We hired two real sumo wrestlers and flew them in to film this commercial on the Purple Warehouse site. Scott Dastrup our in-house videographer and director.

Fun Fact: one of our first low budget productions, the cheering & jeering fans are all Purple employees

Purple Pet Bed

The Purple Pet Bed targeted all animals lovers who desired comfortable sleep for their dog, cat, or snake. In collaboration with Studio C, and our internal video director Scott Dastrup, we produced this commercial at the purple warehouse by building multiple sets, hiring animal actors, as well as building an animatronic sloth.

Fun Fact: The cat really did scratch the actors face. Yikes!