Sleep Number Undertone digital ads
Project: As part of the launch of the new Sleep Number 360 Smart Bed, a series of digital ads was created to showcase specific features for the bed. The ads needed to communicate to consumers that the new 360 Smart Bed was sophisticated, smart, and comfortable. The ads were designed to be displayed on device formats for web, tablet, and mobile. To accomplish this, the ads had to be lightweight and meet the specific load-time requirements set by the third-party vendor I was working with.
My role in this project
For this project, I was responsible for the following roles:
Design Execution and Direction
During this project, I was responsible for developing the design direction for the ads. I collaborated with a Project Manager, a Copywriter, and the Managing Design Director for this project.
Creative Presentation
I presented campaign creative work to several omnichannel leads and to the senior department manager. I was also responsible for documenting stakeholder feedback during design refinement meetings.
The solution:
The promotion of innovation in bed technology
In 2017, Sleep Number Corporation was in its final stages of introducing the most innovative bed in the industry – the Sleep Number 360 Smart Bed. As part of a larger omnichannel campaign to influence consumer behavior and brand awareness, Sleep Number ran a series of takeover ads promoting the innovation and technology of the 360 smart bed. As the sole designer on the project, I was tasked with developing directional design mockups for the ads.
In my design process, I started by sketching quick iterations of possible layouts for displaying many of the required features of the Sleep Number 360 Smart Bed. After refining the sketches, I used Photoshop and the resource graphics to create the design mockups for handoff. I partnered with Undertone, the digital display advertising vendor that would develop the final animated dynamic ad.
The following work is a brief example of what was created for this project, and my thought process for it.
Desktop and mobile
For the desktop and mobile versions of the dynamic ads, a few features were used as interactive elements. When users tap or rollover any of the three icons related to the specific feature, an action for the Sleep Number 360 bed would occur. Each interactive icon used a call-to-action button, directing users to a landing page where they could learn more information about the beds feature.
Tablet takeover ad
Below are various screens showing the vendor the animation process. This was used to communicate visual direction for executing the digital ads.
