Pepperfry launched its in-house mattress brand, Clouddio, with the campaign “Lazy Knows What Lazy Wants,” celebrating relaxation and comfort. The photoshoot focused on portraying the mattress as the ultimate comfort zone, highlighting scenarios that resonate with the target audience's desire for relaxation and self-care. Through carefully crafted visuals, we aimed to bring to life the campaign's message that embracing laziness is not a flaw but a conscious lifestyle choice.