We track our steps. Our streaks. Our heart rate. Our recovery. Our readiness. Somewhere along the way, even going to sleep became something else we could apparently fail at. Hatch would like us to knock it off.
The sleep company has teamed with Olivia Munn for “Life of Scores,” a new campaign that takes aim at wellness culture’s obsession with turning nearly every part of our lives into a number.
Created with Ways & Means, the campaign follows Munn through a world dominated by metrics, goals, and expectations, then lands on one place Hatch believes should remain blissfully score-free: bedtime.
The idea is deceptively simple. Instead of waking up and immediately finding out whether you earned an A, B, or C in sleeping, Hatch wants people thinking more about the routines that help them wind down in the first place. Watch below:
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“I spend a lot of my day making decisions and moving from one thing to the next,” Munn said. “By the time bedtime comes around, I don’t want more data or another metric to think about. I just want to wind down.”
That philosophy also underpins the company’s new Hatch Sleep Clock, a bedside device that offers contactless sleep tracking, personalized insights, and recommendations without boiling the entire night down to a single score.
The system combines sleep tracking with guided bedtime routines, original sleep audio and circadian-based lighting designed to help users create better habits around going to bed.
In other words, Hatch still believes data can be useful. It just doesn’t think you need your night’s sleep graded before you’ve had coffee.
That distinction is “Life of Scores” hook. At a moment when health and wellness products increasingly promise to quantify everything from stress to recovery to whether you are theoretically ready to face Tuesday, Hatch is positioning bedtime as the rare part of the day where optimization can take the night off.
Because sometimes sleep doesn’t need a score.
It just needs to happen.
“Life of Scores” launches October 12 across YouTube, CTV, social, and digital platforms.
CREDITS:
BRAND: Hatch
AGENCY: Ways & Means
- Creative Director: Felipe Lima
- Art Director: Nicole McCammon
- Copywriter: Hilary Smith, Hank Winton
- Storyboard Artist: Justin Angcaco
- Agency Producer: Gabrielle Pearson
PRODUCTION COMPANY: Ways & Means
- Director: Quinn Meyers
- Executive Producer: Lana Kim
- Executive Producer: Jett Steiger
- Head of Production: Danika Casas
- Producer: Corey Deckler
- Director of Photography: Minka Farthing-Kohl
- Production Manager: Luke Trevino
- 1st Assistant Director: Onur Canikligil
- 1st Assistant Camera: Chris Cruz
- Production Designer: Jonathan Qualtere
- Wardrobe Stylist: Yael Quint
- Make-up: Archangela
- Hair: Gonn
- Gaffer: Pete Milmoe
- Key Grip: Vadim Landau
POST PRODUCTION: Ways & Means
- Head of Post Production: Grant Keiner
- Post Producer: Gabrielle Pearson
- Editor: Elliot Barbernell
- Assistant Editor: Paul Garcia
- Colorist: Ashley Ayarza Woods
MUSIC: Glue Factory
Composer: Andrew Miller
SOUND DESIGN AND MIX: Brian Goodheart
VFX: Flawless Post
VFX: Andrew Steinitz
