As Bed Bath & Beyond’s Creative Director, I built the $8 Billion brand's first-ever internal creative agency from the ground up and directed its creative redefinition and execution.

One of the challenges was to organize the brand into areas of expertise that aligned with our merchandising strategy, our customers' need states, and the zeitgeist. An emerging market trend was the growing emphasis on the importance of sleep for health and wellness.

Bed Bath & Beyond was perfectly positioned with the exact products our customers needed to achieve the best possible sleep, so they could “Wake Up Happy.” We created a campaign that lived across all channels: video, digital, editorial content, print, and in-store. (See TV section for broadcast spot)

Partner: Irene Alysandratos, Consulting Creative