{"id":40167,"date":"2023-08-24T20:31:00","date_gmt":"2023-08-24T20:31:00","guid":{"rendered":"https:\/\/press-room.saatva.com\/?post_type=announcements&#038;p=40167"},"modified":"2026-03-19T18:52:32","modified_gmt":"2026-03-19T18:52:32","slug":"how-saatva-produced-3-national-commercials-during-covid","status":"publish","type":"announcements","link":"https:\/\/press-room.saatva.com\/announcements\/how-saatva-produced-3-national-commercials-during-covid\/","title":{"rendered":"How Saatva Produced Three National Commercials During the COVID-19 Pandemic"},"content":{"rendered":"\n<p>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 <a id=\"\" href=\"http:\/\/saatva.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Saatva<\/a>, we saw this as a creative opportunity. With strict safety protocols in place, we produced three television commercials in just a few days\u2014on a modest budget and under unprecedented constraints.<\/p>\n\n\n\n<p>\u201cAt Saatva, we believe that great storytelling doesn\u2019t need massive budgets or perfect conditions\u2014it needs heart, creativity, and a clear point of view,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/joemccambley\" target=\"_blank\" rel=\"noopener\">Joe McCambley<\/a>, Chief Marketing Officer at Saatva. \u201cThese 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.\u201d<\/p>\n\n\n\n<p>Here\u2019s how we brought these imaginative spots to life during one of the most challenging moments in modern advertising.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Turning Limitations Into Creative Inspiration<\/h3>\n\n\n\n<p>Each of the 30-second commercials explores a dreamlike environment inspired by the comfort and escape that <a href=\"https:\/\/www.saatva.com\/mattresses\" target=\"_blank\" rel=\"noopener\">Saatva mattresses<\/a> 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.<br>\u201cWe wrote 25 different ideas before selecting these three,\u201d says <a href=\"https:\/\/www.linkedin.com\/in\/davidlink2\" target=\"_blank\" rel=\"noopener\">David Link<\/a>, Saatva\u2019s VP Head of Creative and co-director of the campaign. \u201cThey each capture a different kind of relief that only true rest can offer.\u201d<\/p>\n\n\n\n<p><strong><em>Watch our outer space commercial:<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Meeting | Saatva\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/4WuI67-QYnE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>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 <a href=\"https:\/\/www.dartfrogcreative.com\/\" target=\"_blank\" rel=\"noopener\">Dart Frog Creative<\/a>, a rendering and animation studio based in Grand Rapids, Michigan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Adapting to COVID-Era Production<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>\u201cDavid and I had separate monitors, and we used a giant crane to operate the camera without getting too close to the actors,\u201d says co-director Steve Stockman, author of <em><a href=\"https:\/\/amzn.to\/3mrEuEc\" target=\"_blank\" rel=\"noopener\">How to Shoot Video that Doesn\u2019t Suck<\/a><\/em>. \u201cEveryone wore masks and face shields, and the crew had to stay 10 feet away from unmasked talent.\u201d<\/p>\n\n\n\n<p>Actor Alonzo B. Slater, who appeared in the desert oasis commercial, described the intense safety process. \u201cYou\u2019re constantly testing\u2014before fittings, before shoots, sometimes even on shoot day. You\u2019ve got to be ready for anything.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why We Cast a Real-Life Couple<\/h3>\n\n\n\n<p>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 H\u00e4agen-Dazs.<\/p>\n\n\n\n<p>\u201cWe intentionally cast a couple living together to avoid pairing strangers on the same mattress,\u201d Stockman explains. \u201cIt was a first for me, and it worked out perfectly.\u201d<\/p>\n\n\n\n<p><em><strong>Watch our desert commercial:<\/strong><\/em><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Desert | Saatva\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/eJlV9QIy9dY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>\u201cIt made the performances more believable,\u201d adds Link. \u201cYou could feel their connection on camera without forcing it.\u201d<\/p>\n\n\n\n<p>As Slater noted with a smile, \u201cWe basically spent the whole shoot lying in a cozy bed. Mea didn\u2019t even have to get up!\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Trickiest Co-Star: A Puppy<\/h3>\n\n\n\n<p>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\u2019t always take direction well.<\/p>\n\n\n\n<p>\u201cFilming with dogs or kids is always tricky,\u201d says Link. \u201cYou often hire twins for that reason\u2014one might be ready when the other isn\u2019t. But the puppy was adorable, just a little unpredictable!\u201d<\/p>\n\n\n\n<p><strong><em>Watch our forest commercial:<\/em><\/strong><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Forest | Saatva\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/aiD2ucdgCTk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">A Hidden Easter Egg<\/h3>\n\n\n\n<p>One of the commercials also includes a fun hidden detail. \u201cThere\u2019s a woman reading in bed, and on the back of her book is an \u2018author photo,\u2019 which is actually a photo of Saatva CEO Ron Rudzin,\u201d Link reveals.<\/p>\n\n\n\n<p>It\u2019s a subtle wink to our team and a symbol of the care that went into every detail of the campaign.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A Remarkable Turnaround<\/h3>\n\n\n\n<p>The entire project from green screen shoots to final edits was completed in record time. \u201cWe wrapped in two days and delivered the first two spots within a month and a half,\u201d says Link. \u201cThat\u2019s at least a month faster than usual. But the urgency brought out some of our best work.\u201d<\/p>\n\n\n\n<p>These commercials are a testament to what\u2019s possible when creative teams rise to the moment. Even during a pandemic, storytelling doesn\u2019t stop\u2014it simply evolves.<\/p>\n\n\n\n<p><em>For more information on the mattresses featured in these commercials and to experience the comfort that inspired their dreamy settings, please visit <a class=\"\" href=\"https:\/\/www.saatva.com\" target=\"_blank\" rel=\"noopener\">Saatva.com<\/a>.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"featured_media":40168,"template":"","meta":{"_acf_changed":false,"_links_to":"","_links_to_target":""},"announcement_category":[212],"class_list":["post-40167","announcements","type-announcements","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/press-room.saatva.com\/wp-json\/wp\/v2\/announcements\/40167","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/press-room.saatva.com\/wp-json\/wp\/v2\/announcements"}],"about":[{"href":"https:\/\/press-room.saatva.com\/wp-json\/wp\/v2\/types\/announcements"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/press-room.saatva.com\/wp-json\/wp\/v2\/media\/40168"}],"wp:attachment":[{"href":"https:\/\/press-room.saatva.com\/wp-json\/wp\/v2\/media?parent=40167"}],"wp:term":[{"taxonomy":"announcement_category","embeddable":true,"href":"https:\/\/press-room.saatva.com\/wp-json\/wp\/v2\/announcement_category?post=40167"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}