Sleep Number Undertone digital ads
Project: As part of the relaunch for the new Sleep Number 360 Smart Bed, a series of digital ads conveying many of the features for the bed had to be created. The ads needed to communicate to consumers that the new 360 Smart Bed was sophisticated, smart, and comfortable. The ads were to be displayed across device formats for web, tablet, and mobile. In order to accomplish this, the ads had to be lightweight to meet specific load time requirements.
My role in this project
For this project, I was responsible for the following roles:
Design Execution and Direction
During the duration of this project, I was responsible for developing the design direction of the ads. I also worked in collaboration with a Project Manager, Copywriter and the Creative Direction for this project.
Creative Presentation
I presented campaign creative to several channel leads and department heads. I was also was responsible for gathering stakeholder feedback and buy-in.
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 for the 360 smart bed. As the sole designer on the project, I was task with the responsibility of coming up with the concept for the ads.
In my design process, I started off by sketching some quick iterations of possible layouts for displaying many of the required features of the Sleep Number 360 Smart Bed. After refining the sketches, a few of the key features started to emerge around the bed. I then went into the layout stage using Photoshop to design the mockups. We later partnered with Undertone, a digital display advertising company that would later be the final animated dynamic ad.
The following work below 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 of the features were used as an interactive element. 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 element used a call-to-action that directed users to a landing page that would showcase additional information about the features of the bed.
Tablet takeover ad
Below are various screens showing highlights used to create the animation process. This was used to communicate to stakeholders the vision behind the digital ads.
