Stearns & Foster has been handcrafting mattresses since 1846, with skilled hands still finishing the details for every single one. Yet, in a crowded market, true hand-craftsmanship is a level of quality that has to be seen to be believed. 

So we built a world where you can.

Meet “If You Could See,” our new national campaign for Stearns & Foster.

The :30 hero spot drops viewers into an imagined world where craftsmanship isn’t hidden inside a mattress. It surrounds you. Each room stands for a piece of the bed (IntelliCoils, memory foam, cooling fabrics) as craftspeople and camera flow through a day-in-the-life arc: morning bed-making, the lively making of the mattress, and a couple heading back to bed.

A campaign about handcraft had to be handmade. Props built by hand. Custom wardrobe for every craftsperson. Every room built as a richly ornamented practical miniature. And Vivaldi, reimagined by a live Hungarian symphony orchestra.

“Craftsmanship is the whole point of Stearns & Foster, so it had to be the whole point of how we made this,” said Group Creative Director Jason Majewski. “We could have faked it. We built it instead, room by room, because the only honest way to show handcraft is to do it.”

Julie Rigby, Director of Brand Activation for Stearns & Foster added: "For 180 years, our master craftspeople have meticulously focused on the details - never cutting corners - with much of that work happening out of sight.  Cornett found a clever way to bring that attention and care into the spotlight, and to make the viewer feel and understand our unmatched quality difference before they ever lie down."

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