I strategically align Serta to take ownership of their product line Comfort, as they previously launched without the Serta name. I created a brand refresh for Serta's iComfort Memory Foam and Hybrid mattress line that highlights the twilight relaxing time after dinner and before bed. I provided the art direction for the brand lockups, graphics, storyboards, videos, and photoshoots of product and lifestyle, and the overall look and feel for Serta's iComfort and iComfort Hybrid mattress campaign. 

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