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Group745
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Creative in association withGear Seven
Group745
Mattress Brand Purple Focusses on Time Not Spent Sleeping for Latest Campaign
16/05/2023
Group745
Advertising & Integrated Production
Los Angeles, USA
281
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The JOJX produced ‘Live Purple’ spots for Purple isn’t about sleeping
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Playful, invigorating, and cinematically spectacular, the series of commercial films from director Matt Bieler for Purple focuses on the time spent not sleeping. Purple, an innovative mattress company, along with creative content studio JOJX, instead asks: "What can you do with a good night's sleep?"

Beginning with a series of shots of people waking up in warm lighting after having a restful night sleeping on a Purple mattress, the film's tempo begins to speed up as more and more characters join in. The spot highlights each person living their life to the fullest and most vivacious and blends them to create one cohesive narrative. The individual's activities range from everyday tasks to extreme pursuits, but all the characters share the same joy and zest for life. Matt uses the same technique to stitch together these images with CGI animations of Purple's state-of-the-art mattress tech, intrinsically connecting humanity to the Purple brand itself. 

The characters' actions on-screen drive the building rhythm of the commercial and emphasise the authenticity and optimism that permeates the Purple brand. Matt utilises purposeful film techniques like weaving together similar movements from two different cinematic vignettes or splitting the screen between two strikingly similar visuals. He also mounts smaller cameras onto the bodies of some of the performers in the commercial, offering a character-driven point of view. 

Matt elaborates on that element, "I wanted those moments to look like a friend or family member was capturing it. I wanted the camera to really get in there with them, whether it's them opening their eyes for the first time in the morning or off-roading in a go-kart. That way, you're able to see how bright and enlivening those scenes are and, thereby, how someone might feel after sleeping on a Purple mattress."

Jackson Morton, executive producer at JOJX adds, "What I love most about Matt is how he does authenticity. He can get so close to a subject without the audience feeling voyeuristic or like they're watching a performance - his films always make you feel welcome - like you're supposed to be there. I think that warm, inspiring energy is undoubtedly present throughout 'Live Purple'."

Director Matt Bieler has created an array of films ranging from documentaries, commercials, features, and short branded content films. Matt has collaborated with high-consumer brands like Apple, Samsung, Coca-Cola, Bose, Adidas, Heineken, and Modelo. His short film, 3 Queens, is a deeply touching celebration of three mothers in three different regions as told through the eyes and voices of their children. The film was featured on BuzzFeed and The Huffington Post and has over six million views online.

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