The bed of your dreams.
Nectar initially launched quite successfuly with a majority of stock photography and 3D renderings. Data and customer service insights revealed a young customer looking for a bargain without sacrificing their quality of sleep.
In effort to take the brand to the next level, the creative was re-imagined to provide a sense of warmth and comfort while also highlighting quirks and playfulness.
Role: Creative direction / art direction / concept / strategy
Photography: Nick Eucker
Style & Set: Erin Swift
Nectar built new functionality to allow users to build a complete bed set—anywhere from multiple bed frames to sheets, pillows and of course a new Nectar mattress. Photography was shot to support when each item is added to the set, so users can see the bed of their dreams built before their eyes.
For maximizing marketing efforts with dynamic content, all images were shot with couples and singles for all genders and sexualities.
Photography on product pages were previously harsh renderings on solid white backgrounds without any context. They now are subtly styled to provide a sense of scale, warmth and environment. For maximizing the use of assets across all marketing platforms, all images were shot with and without accessories, pillows, bedding etc for different use cases. These are especially great for stop-motion gifs on social.
Because social media plays a huge role for Nectar (and most businesses) lifestyle imagery was key to capture everyday moments we experience as sleepers.