Beautyrest
SmartResponse Mattress Launch
creative direction — environmental — retail — video
From 2023–2024, my team supported the launch of an innovative new mattress from Beautyrest. The mattress contains internal sensors that detect your body’s pressure and sleep position. The mattress automatically (and silently) adjusts its firmness to alleviate pressure points across three zones while you sleep. You can also set and adjust the mattress via a custom mobile app.
Via user testing, we discovered the complexities of providing an educational, unguided customer experience in a mattress showroom. We needed to clearly communicate the benefits and functionality of the mattress and ensure that a customer could navigate the experience and feel it for themselves.
3D rendering of the retail experience
Prototype of the retail experience
The retail experience my team developed included a video which played on a tv mounted vertically between two graphic headboards. Below the tv was a custom nightstand with built-in iPad charging docks. The app experience included a tutorial for retail customers to swipe through before engaging with the app. We also created custom sign stands, pillow shams, and foot protectors to complete the experience.
In addition to the vertical video that loops between the two beds, we were tasked with using the same creative to produce a sizzle video that our Sales team would use to pitch the product to dealers. Our budget was small, our timeline was tight, and we had to create everything from scratch. We had zero usable photography or 3D renderings, as the product was still in development. My team created the 3D renderings and visualizations you see in the video and on the headboards. We worked closely with a video production partner to bring it to life.
Rendering of an exploded view of the mattress
Illustration of the mattress's 3 adjustable zones