Philips Respironics


I spent many late nights working on a brand that sold sleep. 

The Respironics brand allowed me to work on my first documentary style production and I’ve done several since. It also provided one of my biggest heartbreaks as a creative... more on that below!


Dream Station Go -- David Plummer 

Ask: David Plummer credits his Olympic success to our product, the Dream Station Go. Tell this story to our executive level target who travels for business and can appreciate its portability compared to other sleep apnea machines.

Insight: A good night’s rest has more value than people ever realized. Good riddance to the days when we made heroes of those who ‘burn the midnight oil.’ Instead, the real heroes are those who have been able to find the kind of sleep that can fundamentally change their life. 

Solution: Now that he just won his medals (as the oldest Olympic rookie), we’ll go to him and his family, and connect the authenticity of his story with the product and brand story.











Our Sleep Song

If you want to know about a big idea I lost sleep on only for it to dissapear, it’s Our Sleep Song.  




Here’s the gist...

Ask: Leading up to world sleep day and conference in NYC, create awareness and confidence that Philips Respironics is the leader in sleep and sleep wellness solutions. 

Insight: A good night’s rest has more value than people ever realized. Good riddance to the days when we made heroes of those who ‘burn the midnight oil.’ Instead, the real heroes are those who have been able to find the kind of sleep that can fundamentally change their life.

Solution: A giant human head lying on its side in NYC that falls asleep at night to create a dazzling sleep song. Through this wonder-evoking display we will make the regular New Yorker (and by proxy the world) the hero for learning how they can find better sleep. 


At night, the head would become translucent and it’s brain would become a light show that accurately depicts your brain on sleep--down to the movement of molecular garbage disposal and new synapse creation.

These functions of the sleeping mind are rhythmic, hence circadian rhythm, so they would be shown in wonderous rhythmic patterns and create a song for the duration of the sleeping period. Each night, the brain would get a different kind of sleep, and thus, a different kind of song would be made. Your brain on sleep apnea. Your brain on too much wine. All of this was designed to help establish Philips as an authority on sleep and wellbeing through press coverage, digital interactivity where you can discover your sleep song, selfies at the giant brain, ‘making of’ content, etc. 

We had costs from fabricators and were beginning discussions with Tycho to create the custom sounds/songs when the project was pulled. It was approved by our client, the North American CMO, but apparently it needed to be approved by the global CMO in Amsterdam which was news to our client. It was a tough break, but I learned a lot along the way. 

Agency: Fanscape/TMA
CD: Brandon Stuart
ACD: Zane Cassidy
CW: Brynn Cahalan
AD: Francesca Mastromarino