For the longest time, Sleep Country’s TV advertising featured their founder, Christine Magee, as the spokesperson. This was the first time in their 20-year history that Sleep Country ventured into a narrative for the brand. Because the budget was a huge challenge, we had to shoot in the client’s home. Working with a great art department, we managed to create six distinct bedroom environments. With that, I wanted to create six different storylines that were so universally familiar that they could be visually shorthanded but still maintain an emotional gravitas. I was also given the opportunity to completely rewrite the script after shooting.