The before and after grounding pairing is such a clean way to make an abstract benefit visible. Did the client give you creative freedom on the concept or were they set on the ground up angle from the start?
The direct comparison against a $1,000 mattress in the second ad is a bold move, positions grounding sheets as the smarter buy instead of just another wellness product. That before/after grounded framing is doing a lot of work too.
More visuals from the rejected brand direction I shared earlier.
Really good to see this direction resonating with so many of you. It was one of our favourite explorations to build, from the narrative behind it to the visual world that brought it to life.
Great work doesn’t always make the final cut, and sometimes the reason has little to do with the quality of the direction.
Curious why this one was rejected? I’ve shared the story in the first comment✨