Creative Director
Creative Direction

DreamCloud

The only luxury hybrid mattress handcrafted with a true tufted Cashmere EuroTop.

Creative Direction

Creative Direction

The brand initially launched with dark, cold and heavy imagery—catering to a masculine audience. Data and customer service insights revealed early customers were females, 35–40 with disposable income. Luxury and high quality aethetics are highly valued by these customers.

In effort to speak to the current and hopeful future customer, the creative was re-imagined to provide a sense of warmth with aspirational luxury to evoke a natural home where one could easily see them-self slipping into bed for a good night’s sleep.

Role: Creative direction / art direction / user experience / concept / design direction / strategy
Photography: Jonny Valiant
Style & Set: Erin Swift

Product Pages

Product Pages

Photography on product pages were previously harsh renderings on solid white backgrounds without any context. They now are subtly styled to provide a sense of scale, warmth and environment. For maximizing the use of assets across all marketing platforms, all images were shot with and without accessories, pillows, bedding etc for different use cases. These are especially great for stop-motion gifs on social.

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In the Details

In the Details

As the online mattress industry becomes more saturated, it has increasingly become more important to provide as much visual detail to fully encompass the potential experience as the first time a customer will experience the product is after purchasing. Providing macro, hi-res images alongside supporting copy, helps capture the plush luxury DreamCloud has to offer.

Model Diversity

Model Diversity

For maximizing marketing efforts with dynamic content, all images were shot with couples and singles for all genders and sexualities.

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Education

Education

Creating content to help educate consumers around topics like sleep positions often lead to higher conversion as these relatable pain points are identified and combated to allow for purchasing confidence.

Your Search for Perfect Sleep Ends Here

Your Search for Perfect Sleep Ends Here

Something important has been missing from the offerings of this new crop of online mattress companies: a true luxury sleep experience. Until now...DreamCloud was designed to marry the advantages of modern convenience and technology, with high- end luxury features like our plush cashmere EuroTop, cutting edge hybrid design, and patent pending micro coil support system.

With new creative assets, comes the opportunity to improve customer communication across all channels and especially a functional, informative and clean web experience.

Device Specific

Device Specific

All aspects of the online experience is now considered—including device specific copy, asset proportions, navigation etc.

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