!["I Feel Good"](http://www.stuartdornfield.com/sites/default/files/imagecache/project_thumb/Picture 9.png ""I Feel Good"")
- sites/default/files/Mattress Firm I Feel Good.mov
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"I Feel Good"
PROJECT:
"I can't get the song out of my head...you have nailed what we have tried to create within our stores and our training." --Jason Star, Regional Manager/Raleigh
"You guys continue to shock and awe us. You get what retail is all about and what we are all about. " --Steve Stagner, COO
"I can't believe how good you made the store look." Joy, SalespersonTelevision creative was the primary medium for this leading chain of 240 mattress stores. So to help differentiate the brand among a sea of hard-sell Mattress Giants, department stores, and 1-800-MATTRESS delivery retailers, I decided to be more entertaining within a promotional context. The "I Feel Good" hit song lip-synced by customers enjoying the Mattress Firm shopping experience was, at the core, an attention-getting device that supported our key message of a better night’s sleep. The "donut" format of the spots allowed room for promotional messages to drive store traffic. The "Feel Good" television was supported by direct mail, newspaper, and point-of-sale signage.
I Feel Good
PROJECT:
Launching the “I Feel Good” consumer campaign was only the first step in branding this leading mattress retailer. Another important objective was to get current and prospective employees to embrace the brand. I worked with my team in the graphic design agency to develop this collateral piece to convey the brand aspirations.
Red Box Mailer
PROJECT: