Waking up hurts, especially to a smartphone. Seriously, who thought it was a good idea to jump in bed with your social life, work life and internet life when you’re still rubbing the sleep out of your eyes? (We’re looking at you, Jobs.) News flash: research shows this sucks, and is bad for us. So let your phone do what it’s good at and wake up to Loftie, a device designed to make mornings dreamier.

Loftie 
Media: Video, Digital, social, print, packaging, 
Role: ACD/copy director