How Saatva Produced Three National Commercials During the COVID-19 Pandemic
When the COVID-19 pandemic upended business as usual across the retail industry, it also forced marketers to rethink how they tell their brand stories. At Saatva, we saw this as a creative opportunity. With strict safety protocols in place, we produced three television commercials in just a few days—on a modest budget and under unprecedented constraints.
“At Saatva, we believe that great storytelling doesn’t need massive budgets or perfect conditions—it needs heart, creativity, and a clear point of view,” said Joe McCambley, Chief Marketing Officer at Saatva. “These commercials reflect how our team turned pandemic challenges into an opportunity to connect with people through imagination, warmth, and the universal need for better sleep.”
Here’s how we brought these imaginative spots to life during one of the most challenging moments in modern advertising.
Turning Limitations Into Creative Inspiration
Each of the 30-second commercials explores a dreamlike environment inspired by the comfort and escape that Saatva mattresses provide. From a couple lounging in a serene desert oasis, to a woman reading peacefully in a forest, to an overworked engineer transported to an observatory in outer space, these scenarios depict the emotional impact of great sleep.
“We wrote 25 different ideas before selecting these three,” says David Link, Saatva’s VP Head of Creative and co-director of the campaign. “They each capture a different kind of relief that only true rest can offer.”
Watch our outer space commercial:
To bring the fantastical settings to life, actors were filmed against green screens in Los Angeles while 3D environments were created in post-production by Dart Frog Creative, a rendering and animation studio based in Grand Rapids, Michigan.
Adapting to COVID-Era Production
Almost every element of production from casting to wardrobe to set design had to be handled remotely over Zoom. Once on set, the production followed strict COVID-19 safety protocols. Physical distancing was maintained using tape zones and long-range camera equipment, while the cast and crew underwent frequent COVID testing.
“David and I had separate monitors, and we used a giant crane to operate the camera without getting too close to the actors,” says co-director Steve Stockman, author of How to Shoot Video that Doesn’t Suck. “Everyone wore masks and face shields, and the crew had to stay 10 feet away from unmasked talent.”
Actor Alonzo B. Slater, who appeared in the desert oasis commercial, described the intense safety process. “You’re constantly testing—before fittings, before shoots, sometimes even on shoot day. You’ve got to be ready for anything.”
Why We Cast a Real-Life Couple
To reduce on-set risks and maintain natural chemistry, the desert spot features real-life couple Alonzo B. Slater and Mea Wilkerson. Both are seasoned commercial actors, with credits ranging from JC Penney to Häagen-Dazs.
“We intentionally cast a couple living together to avoid pairing strangers on the same mattress,” Stockman explains. “It was a first for me, and it worked out perfectly.”
Watch our desert commercial:
“It made the performances more believable,” adds Link. “You could feel their connection on camera without forcing it.”
As Slater noted with a smile, “We basically spent the whole shoot lying in a cozy bed. Mea didn’t even have to get up!”
The Trickiest Co-Star: A Puppy
Of all the challenges the team faced, the most unpredictable turned out to be the smallest. In the forest commercial, a puppy played a supporting role and didn’t always take direction well.
“Filming with dogs or kids is always tricky,” says Link. “You often hire twins for that reason—one might be ready when the other isn’t. But the puppy was adorable, just a little unpredictable!”
Watch our forest commercial:
A Hidden Easter Egg
One of the commercials also includes a fun hidden detail. “There’s a woman reading in bed, and on the back of her book is an ‘author photo,’ which is actually a photo of Saatva CEO Ron Rudzin,” Link reveals.
It’s a subtle wink to our team and a symbol of the care that went into every detail of the campaign.
A Remarkable Turnaround
The entire project from green screen shoots to final edits was completed in record time. “We wrapped in two days and delivered the first two spots within a month and a half,” says Link. “That’s at least a month faster than usual. But the urgency brought out some of our best work.”
These commercials are a testament to what’s possible when creative teams rise to the moment. Even during a pandemic, storytelling doesn’t stop—it simply evolves.
For more information on the mattresses featured in these commercials and to experience the comfort that inspired their dreamy settings, please visit Saatva.com.