Exploring the Origins of Avocado Green Mattress

Brief

Following the success of our first Avocado Green Mattress campaign featuring a series of brand films and a children's book, the next step on our creative journey was to create an engaging and insightful campaign to tell the story of Avocado’s products. This campaign focuses on how they’re made, and how they contribute to a greater mission to support the health of the planet and its people.

Approach

We dove into an extensive creative development phase, mapping out our creative and production plans for everything from product and material-focused films, to long-form documentary content. Alongside our Avocado collaborators, our team headed to Los Angeles and India to capture the farms, factories, and people behind the products. With as much footage as we could capture under our belts, as well as countless interviews with the shepherds, farmers, and factory workers who all help contribute to Avocado’s mission, we created product films, material films, a Farm-to-Mattress mini-documentary, and much more.

Impact

An elevated awareness around the Avocado Green Mattress brand values and ethical positioning, in addition to over 30,000 books delivered to homes across the US within the first three months of launch, helping to raise hundreds of thousands of dollars for 1% of the Planet through sustainable book sales.

Client

Avocado Green Mattress

Brand

Avocado Green Mattress

Production Company

The Mill

Capabilities

Strategy / Creative Development / Direction / Live Action Film / Copywriting / Visual Effects