CHALLENGE: The challenge is to build a luxury brand that feels native to Costco.com — credible in a PDP grid, persuasive in a 4-photo carousel, defensible against 800 reviews — without surrendering the design, voice, and elevation that justify the price. The work has to feel premium enough to support a $2,500–$5,000 ticket
APPROACH: Create assets that feel luxury and aspirational — top-of-the-line beds for top-of-the-line users. Video and photography evoke high-end experiences and storytelling without sacrificing the details and specs of the mattress.
EXECUTION: Branding, Set and Photo Direction, Packaging & branding collateral, EC and ecomm assets for costco.com storytelling.
