Mattress Firm's Foster Kids program works alongside local foster care nonprofits across the country. To launch a new chapter of the initiative, they partnered with Simone Biles — Olympic gold medalist, former foster child, and one of the most recognized athletes in the world.

ARMADA produced the image campaign for the partnership announcement. The shoot was built around Biles' schedule: limited time, fixed location, no flexibility. The brief was images that communicated the mission clearly — without reducing either the athlete or the cause to a prop.