It is a fact that no one ever has the same sleep twice. From night to night, hour to hour, our comfort needs are constantly changing. Therefore, it just makes sense that your mattress should change with those needs to provide the good night’s sleep you deserve. The idea was to introduce the new lineup of Serta “iComfort” mattresses as the mattress that responds to the changing needs of the person sleeping on it. Dramatic imagery, shot by the world-renowned photographer and cinematographer Shin Shigino, demonstrated in beautiful yet purposeful imagery the need for their breakthrough technology to accommodate body temperature and movement. This disruptive campaign in the category captured what consumers were looking for and drove double-digit market share in an otherwise declining market.