CASE STUDY: MAKING STORES STAND OUT
Client Challenge
In the early years after COVID, mattress retailers faced a new challenge: getting people back into physical stores. Shoppers had grown used to online options, and most mattress ads still sounded the same — discounts, sleep claims, generic promises. MurMaid Mattress needed a fresh way to reconnect with customers and drive in-person traffic.
The Narwhal Approach
While at Between Pixels, I led the creative development of “S’tore”... a playful, story-driven campaign designed to remind people that mattress shopping could actually be fun (and worth leaving the house for). Instead of leaning on tired industry tropes, we gave MurMaid a quirky, memorable narrative.
Creative Execution
Concepted, wrote, directed, and edited the “S’tore” ad, turning a simple shopping moment into a short, humorous story.
Used relatability and charm to position MurMaid as approachable and human in a category often dominated by sterile discount ads.
Delivered creative that worked seamlessly across TV, social, and digital placements.
Results & Impact
Helped MurMaid stand out in a post-COVID market where brand recognition was more important than ever.
Brought personality back into mattress shopping, making the MurMaid brand more relatable and top-of-mind.
Supported the client’s push to re-engage customers with in-store experiences.
Key Takeaway:
In a sea of sleepy, same-sounding mattress ads, MurMaid became the neon narwhal.
By leaning into humor and storytelling instead of discounts and clichés, the campaign stood out, drew attention, and reminded customers that mattress shopping could actually be memorable.
