How do you make a tech-bed company human?

Sleep Number was doing the infomercial robot. Brand awareness was dormant. They'd engineered the antidote but needed to throw water balloons, crush hard, do the worm and snore-roar like the rest of us.

So we did a little tinkering and gave the bed with a brain, a heart—waking up the world to infinitely bedder sleep. Still-somehow-exciting fact: my Lion Sleeps Tonight TVC premiered during the Super Bowl and increased qtrly sales by $50M.