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Simmons BeautyRest Flop is Seth Townsend's director's cut from the multi-spot campaign  we did for our friends out of 3|Atlanta.  My longtime creative collaborator, and editor extraordinaire, Jaime Arze cut all the spots in the campaign.  

Rapala, “Viral,” directed by Seth Townsend. It was filmed in and around central Florida, at 19 various locations. The crew had their work cut out for them with the challenge of transforming the surrounding areas to resemble Sri Lanka, New York City, Finland, and other global locations.