As Purple evolved from its science-focused beginnings, it needed lifestyle photography that showed how the products were used in real life. This content was meant to be used in a number of places, including ads, website, and social, so it had to be versatile. We focused on bringing in models that represented real customers and putting the product in natural environments that communicated comfort and wellness. 

The shots had a specific challenge of needing to be generic enough to be used in a variety of marketing materials and advertising without being stock photography that is indistinguishable from other mattress companies. Showing the feel, textures, and color of the product with a strong brand label focus seemed to do the trick.

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