Sleepmart | Mattress and Bedding Store Advertising

Young woman in sleepwear in bed for Sleepmart Advertising shoot

An advertising shoot for a sleep and bedding store in Chatswood on the North Shore of Sydney. What made this different from other commercial shoots was that it was in a live store with customers.

Sleepmart is a local bedding company, specialising in mattresses and bedding. They also sell a range of health and ergonomics related products, such as cushions, neck rests, travel pillows, and so on. Having operated for over 10 years, they were launching a major marketing campaign and needed some professional photography for their materials.

Young woman demonstrating bedding products in sleepwear for Sleepmart Advertising shoot

What was different from usual was that as a small business they didn’t have the budget to hire out a studio and bring their products in for the shoot. Their warehouse was also not suitable to use. Instead we had to bring the model to the store and use the floor stock to achieve their goals. They couldn’t close up shop for a day. Since it was a live store with customers, we had to be very agile in our work and our setups.

From the client requirements, we started with some general shots that could be used to promote the store in a variety of ways. Then targeting each of the customer pain points, the model demonstrated common aches and pains, and then products which could alleviate those problems.

Then we made a series of photographs highlighting each product, such that they could be used in a variety of formats from catalogs and brochures to infomercials and editorials. Each of these would be used in a different area for the coming 6 months of this campaign.

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