A love story in a cardboard world

Zinus mattresses come directly to your house in a cardboard box. For Mirada directors Mathew Miguel Cullen and Vanessa Marzaroli, this led to an irresistible idea: creating an entire magical land out of cardboard. For the first in a three-spot campaign entitled “Tales from the Box,” the directors created a charming modern-day fairy tale set inside a cardboard world, where our live-action heroine finds love in the most unlikely place. 

To build this world, the production team constructed a cardboard city from scratch, with no detail too large or too small - from flowers and record players to laptops, furniture, buildings, and cars. The handmade aesthetic lends to the whimsical storytelling of the spot, embodying the Zinus tagline “Live in Wonder.” The other two spots in the campaign expand on the rich fairy-tale storytelling and larger-than-life characters within this cardboard world where anything is possible.