How Emotion-First CGI Boosting Conversions by 35% for Eight Sleep
Marketing-focused CGI for a smart sleep system, designed to simplify complex technology and create desire through lifestyle storytelling.
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Client
Eight Sleep
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Services
Product Visualization, 3D Animation, Marketing-Oriented Art Direction, Lifestyle CGI
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Property Type
Smart Sleep Technology
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Location
USA
Client & Market Context
Who They Are and What They Stand For
Eight Sleep is a pioneer in bio-responsive sleep technology. It is known for its Pod smart mattress, which dynamically regulates temperature, tracks biometrics, and optimizes sleep quality. Operating in the competitive wellness tech space, Eight Sleep targets high-income, health-conscious consumers who view sleep as a performance metric, not just rest.
The company asked us to rethink how its main product is visually presented, in preparation for a significant direct-to-consumer marketing campaign. The goal was to go beyond technical details and appeal to users on an emotional and aspirational level.
Business Challenge
Navigating the Challenges Ahead
Despite strong product innovation, Eight Sleep faced three key barriers:
- low emotional resonance
- complexity overload
- commoditization risk
Standard product renders, which are clean, sterile, and studio-lit, failed to convey the transformative experience that Eight Sleep delivers.
The challenge: communicate innovative features of the brand and establish a strong market presence.
Results & Business Impact
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35%
Increase in conversion rate on product pages featuring new CGI
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+22%
Average time-on-page for lifestyle-focused landing variants
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Internal sales team reported higher confidence in closing premium-tier buyers, citing visuals as a key trust-builder
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This project proved that in wellness tech, desire beats specification. CGI can bridge the gap between engineering and emotion.
Project Objectives
Setting Our Sights on Success
- Increase conversion rates by making the product feel essential, not optional.
- Translate biometric technology into relatable, human-centered visuals.
- Position Eight Sleep as a lifestyle enabler, not just a mattress.
- Use mood-driven storytelling to differentiate from competitors.
Services Provided
Our Toolkit for Transformation
Strategic CGI Approach
Innovative Strategies That Stand Out
CGI should sell the outcome, not the object.
Key Visual Decisions
Capturing the Essence of the Brand
Nighttime Atmosphere Over Daylight Clarity
We rendered scenes with soft, low lighting to mimic bedtime and evoke feelings of calm, privacy, and restoration. This contrasted sharply with competitors’ bright, daytime product shots.
Human Presence Without Showing People
Instead of using models, we conveyed presence through subtle cues: rumpled sheets, a bedside glass of water, and ambient hallway light. This approach maintained the brand’s minimalist aesthetic while adding warmth.
Technology as Invisible Intelligence
Rather than highlighting the sensors or wiring, we visualized effects: smooth fabric contours, perfect temperature gradients, undisturbed sleep posture. We let the benefits speak for themselves.
Color Psychology in Motion
In the animations, we used cool-to-warm transitions to symbolize the pod’s thermal regulation. This transformed the abstract technology into a soothing visual rhythm.
Production Process
Building a Narrative Through Imagery
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Visual Concept & Art Direction
We developed a narrative around effortless recovery, viewing sleep as an active form of self-care. The camera angles were intimate yet not intrusive, resembling the perspective of a quiet observer in the room.
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CGI Production
Realism was achieved through the high-fidelity modeling of fabrics, foams, and lighting. However, the materials were softened to avoid a clinical sharpness. Each texture was selected to be touchable, not just visible.
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Iteration & Refinement
Each version was tested against two criteria: whether it feels like a moment you’d want to experience and whether it makes the technology feel intuitive rather than intimidating.
Visual Results
Visuals That Resonate With Emotion
Lifestyle night scenes
Tactile material close-ups
Thermal storytelling animations
Subtle human cues
Marketing & Sales Usage
Driving Engagement and Growth
The CGI suite powered:
- Hero creatives on Eight Sleep’s DTC website
- Paid social campaigns (Instagram, Meta)
- Email nurture sequences
- Retail partner digital displays (Equinox, premium showrooms)
Key Insight
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