Simba - good sleep is engineered. Photo.

My UK agency “CRXSS” received a call from a freelance art producer working on a campaign for Simba mattresses for the agency WhoWotWhy. Their highly decorated Creative Director Matt Gooden (the dude has won everything! Twice) had the idea to shoot a mattress like you shoot a car. He wanted the mattress shot like a piece of high class engineering like a sports car might be in a sparse and stylish studio environment; not your usual cosy, comfy, dreamy mattress style of ad. And this where I came into play. Together we developed an idea and a look and feel using light to create a space, shadow and form. We invented hi tech mattress photography. I proudly present: Simba. Like they say at Simba: A good sleep doesn’t happen overnight. It's engineered. The same can be said about photography, too. Shot at Calvert Studios in Leighton Buzzard. Styling: Cathy Sinker. Post production: Circle Media