As Ads Get Faster and Cheaper, Cornett Takes the Long Way with 180-Year-Old Mattress Brand

Stearns & Foster and Cornett bet that real craftsmanship matters more than ever.

Stearns & Foster has been handcrafting mattresses since 1846, with skilled hands still finishing the details for every single one. Yet, in a crowded market, true hand-craftsmanship is a level of quality that has to be seen to be believed. 

So Cornett built a world where you can.

Today Cornett unveils “If You Could See,” a new national campaign for Stearns & Foster that pulls back the covers on the brand’s hidden craftsmanship and uncompromising quality. The ad breaks November 3, 2026, across TV, streaming, online video and social, and will run through 2027. It is Cornett’s first major campaign for the brand since winning the business in December 2025.

For 180 years, Stearns & Foster has worked tirelessly to perfect the fine art of comfort. Doing things the hard way so the world can rest a little easier. “If You Could See” immerses viewers in its combination of premium materials and precision craftsmanship.

The :30 hero spot invites people into a heightened, imagined world where craftsmanship isn’t hidden inside a mattress. It surrounds you. Every room represents a material or element of the mattress, from its proprietary IntelliCoil innerspring design and TEMPUR-Indulge memory foam to its luxurious cooling fabrics and the unmatched attention to detail that gives it the durability to last for years. The camera movement carries from one room to the next, following the arc of a day in the life of its craftspeople. The ad opens on a morning’s bed-making, pulls back to reveal the lively manufacturing process, and closes as a couple heads back to bed to experience the craft behind their sleep.  

For compositing, the team built every room of the set and the house itself as a richly ornamented practical miniature. Many of the props were made by hand as well. The cast was chosen for style, whimsy, and elegant movement. Each craftsperson’s wardrobe was custom designed to reflect their own personality. Every move and expression was carefully choreographed. And the soundtrack reimagines Vivaldi, performed by a live Hungarian symphony orchestra.

“Uncompromising quality and craftsmanship are at the core of Stearns & Foster, so it had to be the whole point of how we made this,” explained Jason Majewski, Cornett’s group creative director. “We could have faked it, but instead we built it out, room by room, and sweated every tiny detail to both honor the brand’s dedication and to authentically represent it.” 

Julie Rigby, Director of Brand Activation for Stearns & Foster, added: “For 180 years, our master craftspeople have meticulously focused on the details―never cutting corners―with much of that work happening out of sight. Cornett found a clever way to bring that attention and care into the spotlight and to make the viewer feel and understand our unmatched quality difference before they ever lie down.” 

“If You Could See” launches nationally on cable networks including HGTV, Bravo, Hallmark, Food Network, and Discovery. It shows up in key live sports moments on ESPN across college football, the NFL, and the NBA, including the Black Friday college football matchup. It also runs on Prime Video, Paramount+, YouTube, and Meta.

• Credits
  • Client: Stearns & Foster
  • Campaign Title: ’If You Could See’  
  • Client Team
    • Brent Pfister, Sr. Vice President of Brand Management and Product Development
    • Julie Rigby, Director of Brand Activation 
    • Sachi Howard Justice, Brand Activation Manager
    • Ali Bowen, Director of Brand Management

• Agency: Cornett
• Jessica Vincent, President
• Whit Hiler, Chief Creative Officer
• Jason Majewski, Group Creative Director
• Damon Vinyard, Head of Production
• Nicole Kukurgya, Associate Creative Director
• Coleman Larkin, Sr. Copywriter
• Danielle Havrilesko, Account Director 
• Jalyn Clark, Sr. Graphic Designer
• Ryan Niland, Creative
• Will Holmes, Creative
• Production
• Production Company & City: Stink (Los Angeles)
• Director: Watts (Jenna & Tripp Watt)
• Executive Producer (production co): Ash Lockmun
• Producer (production co):  Luka Mrvos, Tuna+Icon (Serbia)
• Director of Photography: Natasha Duursma 
• Post Production & City: Mathematic (Paris)
• Photographer: Boris Jovanovic
• Editorial Company & City: Mathematic (Paris)
• Editors: Antoine Deslandes, Ariel Benihat, Benjamin Mack
• Production Service Company: Tuna + Icon (Belgrade, Serbia)
• Composer: Jérôme Leroy
• Music Company & City: Visual Sounds & Music, Inc. , Paris
• Colour: Mathematic (Paris)
• Colourist: Romain Loiseau
• Visual Effects Company & City: Mathematic (Paris)
• VFX Supervisor: Martin Trepreau
• Onset Supervisor: Sean Mathiesen
• VFX Data Wrangler: Charly Saujot
• Flame Artists: Frédéric Brandon, Jonathan Lagache, Samuel Roux
• Compositors: Romain Vallee, Sarah Ghouaiel
• Matte Painter: Olivier Puechberty
• Motion Designer: Daniel Rodrigues
• Previx / VFX Artist: Dane Armour
• 3D Artists: Alan Bauge, Elia Paoli, Lorine Guyard, Valentine Fripier
• Tracking: Carmine Agnone
• In/Out, Deliverables: Pierre De Fraguir

Source: Cornett

  Brent Pfister, Cornett, Jason Majewski, Jessica Vincent, Julie Rigby, Stearns & Foster, Whit Hiler