Mattress / Burrow — Liz Zalewski

Creative Lead / Hybrid Mattress Layers Video / Apr. 2022

Mattress Layers Video

I lead the art direction, found and outsourced the project with a 3D render designer to create the mattress visuals. The goal was to create visuals / an informational video of Burrow’s Hybrid inner mattress layers. Working closely with the outsourced 3D designer, I helped guide, and direct the overall aesthetic / storyboarding of each of the frames. Each texture / layer / representational colors were kept in mind, and I wanted to make sure the layers felt soft, flexible, and cooling. (Especially since a lot of mattress diagrams / visuals felt stiff, hard, and sterile)

Additional supporting rendered mattress video/imagery was used on website, social, and email assets.

Glimpse of Art Direction / Process:

I researched and reached out to a 3D rendering artist (Tania Kalina) whose portfolio fit the kind of work we were looking for; someone who had prior experience with rendering foam-like textures that we wanted to show in the mattress layers. Each layer was thought out and compared to the existing textures inside the product (using information/explanations from the factory that was making the mattress) from thickness, texture, flexibility, etc. I made sure to choose the colors for each layer that were close to what was used in the real product but also tweaked to feel on brand with Burrow’s muted color palette. As well as keeping in mind that the textures and colors felt cooling, soft, and had enough contrast within each other so that the layers stood out on their own.