Standard Black LA NY

Creative Direction / Digital / In-Store Activation

Kluft handmade mattresses have long been associated with American-made quality and luxury, known as the mattress of choice for Hollywood icons. Standard Black complemented this legacy by using our visual and cultural acumen to create a new sensibility that speaks to the 21st century luxury consumer.

THE STRATEGY

Drawing from the energy of nighttime in New York City, Standard Black introduced “Bring on the Night,” a multidimensional campaign that evokes elements of film noir and the excitement of New York City after dark.

THE CONTENT

Still imagery for Kluft features directional lighting that evokes city light streaming into a darkened room, highlighting Kluft’s handmade details. In print and online, these city-lit room images are paired with architectural images of New York City. In addition to these images, Standard Black created a film that plays to the seductive luxury of Kluft mattresses. In a series of shots, the viewer is drawn back and forth, between wider details of New York City at night to close-up tracking shots of a model asleep on her Kluft mattress in a dramatically lit chamber.

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