There is a science behind finding the perfect mattress.

In our campaign for Molecule, we explored the state of rest through India Harris’ vivid cinematic storytelling. Immersive and visually rich worlds are a through line of India's work, making her the natural choice for building the world of Molecule’s State of Rest lab. 

Digital Natives’ ambitious brief called for high-end production design & styling  to create a state-of-the-art lab environment that showcased Molecule’s premium mattress, tapping into an audience that likes to operate at their optimum in every way. 

With world building at the forefront of this brief, India appointed Ranya El-Refaey to conceptualise the futuristic lab environment working with the incredible art team brought on by service co. Radioaktive, and led by Sven Stralleger. 

DoP Jack Exton kept in theme with his technical approach. Inspired by iconic cinematic sci-fi worlds, like 2001: A Space Odyssey, India and Jack were keen to shoot on anamorphic lenses. By turning the lenses 90 degrees, it gave a 4:3 image once desqueezed. This allowed us to maximise the sensor whilst retaining the beautiful qualities of the lenses, particularly the teal hue flares giving a subtle nod to the brand colours. 

The creative was pushed to its utmost in every area of the brief. From production to post, edited by our own, Ros Bullard and with an Orbital-inspired original composition by AJ Johnson. The result was a high-concept editorial-feeling social campaign that set the tone perfectly for Molecule’s forward thinking brand identity.