Big Fig Puts an End to Sagging Mattresses

When ModOp came to Format with a fresh idea for Big Fig Mattress, the team knew right away it was something they had to jump on. The pitch was simple on paper but full of potential: take an empty studio and flip it into a handful of clean, minimal sets - while still letting the audience know it was, in fact, a studio. That little wink to the camera gave the whole thing a playful, self-aware edge that made the campaign just as fun as it was stylish.

For the space, Format landed on The Pine Box Studios in Delaware. It checked all the boxes: flexible layout, massive grid system, and the ability to stage multiple sets at the same time. That kind of setup was key for a shoot this big. Plus, the studio had a stash of decorative drapes that gave the crew endless ways to reimagine the same space, creating a ton of variety without having to change locations. Pine Box let the team move fast, experiment, and tweak on the fly - exactly what the concept called for.

Production design came courtesy of Tim Stevens and Jamie Scott, who brought ModOp’s Todd Taylor’s vision to life. They struck a balance between minimal and eye-catching, making sure each set had its own personality while still fitting into the bigger campaign. From furniture choices to the textures of the backdrops, every detail mattered. Their work made each space not just camera-ready but perfectly in sync with the tongue-in-cheek spirit of the project.

On the directing side, Format’s Nic Reader teamed up with Taylor for a true tag-team effort. Reader’s knack for pacing and framing meshed seamlessly with Taylor’s creative direction, and together they sharpened every beat of the story. The back-and-forth between them was easy and collaborative, the kind of partnership that shows off Format at its best: open dialogue, shared goals, and an eye for elevating every frame.

The shoot itself was ambitious. Three unique 'rooms' were built across the studio, each with a distinct vibe. Halfway through, one set got a full makeover to create a fourth look - an efficient way to stretch the visuals without stretching the schedule. It was a smart move that highlighted Format’s ability to adapt and squeeze every ounce of value from a production day.

Front and centre on camera was Benjamin Sheedy, who carried the campaign with charm and precision. His delivery struck just the right note - clear, engaging, and playful all at once. He made sure the messaging landed while keeping the tone approachable and fun.
To wrap it up, Format’s post-production crew stepped in. ModOp handled the edit, while Format’s Andrew Kunkle added the final polish with a thoughtful colour grade that tied all four environments together. The finishing touches gave the campaign a consistent look that still left room for the playful creativity at its core.

In the end, the Big Fig Mattress campaign was everything Format loves to do: collaborate closely, solve big creative challenges, and make something bold feel effortless. It showed off the long-running partnership with ModOp and proved how an inventive idea, in the right hands, can turn into a visually striking, memorable campaign.