Simmons has been in bed with luminaries such as Eleanor Roosevelt and Winston Churchill. With most of Asia continuing to peddle cheaper, mass-produced mattresses to unknowing customers, we decided it was time for the world's most established mattress company to get back to their roots of craftsmanship. We first created a spot that explored the art and science of crafting the best sleep in the world, showcasing the creation of a Simmons mattress in a way that the world had never seen. Every thread, coil, pocket and layer was unravelled by the visual craftsmanship of director Timo Scheadel, his DOP Jann Dopel and their CGI team at Platige Image. The creation of this TV spot also gave us an opportunity to create an Asia-wide marketing arsenal of new footage and images for use in Singapore, Hong Kong, Taiwan, China, India, Japan & Korea.